Missguided X Nicole Scherzinger
Talent Partnership


The Brief

Given Scherzinger’s passion for fashion and affinity for the brand Missguided, ITB identified the opportunity for a collaborative partnership between the singer and the British e-tailer. Alongside her role as ambassador and face of, the partnership also paved the way for a globally licensed 30-piece product line.


Our Approach

Acting as brokers between brand and talent, ITB were instrumental in all stages of the partnership, managing it from conception through to activation. Despite initially being brought on board to secure local endorsements, the nature of our work and our methods inevitably generated global exposure. As the relationship developed, we continued to explore ways to maximise the collaboration through strategic product endorsements and tie-ins.  

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