Following a client led review, Baldwin& has hit the ground running for the Seattle-based Zulily, with holiday TV breaking this week and warm weather TV to follow in the spring of 2022. As part of its creative and branding efforts, Baldwin&  oversaw campaign development and worked closely with Zulily’s internal creative department, which handles its owned channels. Breaking media includes :30 and :15 CTV, :30 and :15 streaming audio, paid social and digital work.

“From our first meeting, Baldwin& demonstrated a strong understanding of our target customer and how to build brand love through sharp insights,” said Zulily Executive Creative Director, Hafiz Huda. “We look forward to delivering more great work together.”

Online retailer Zulily aims to help moms around the world discover incredible deals and fresh style for themselves, their families, and their homes. In addition to its headquarters in Seattle, Zulily has locations in Nevada, Ohio, Pennsylvania, and China. A go-to for legions of true believers and an ever-increasing number of converts, Zulily has passed millions in savings onto its customers since its first sale just over a decade ago.

Emily Watson, Group Creative Director at Baldwin& noted, “The first round of work gets back to Zulily’s core audience: mom. But we wanted to show mom as a person first — with friends and relationships, even though her family is still front and center in her life. She loves being able to buy things for herself and the people around her — because it’s fun-shopping, not list-shopping. Visually, that comes to life with vibrant colors and sharp, funny dialog.”

The campaigns show how for Mom, little magical moments are everything—from the just-right back to school supplies to the perfect holiday gifts, to the impromptu rainy-day playdate. Mom loves to be perfectly prepared. However, these magical moments take both time and money, something that Mom can often be in short supply of. Enter Zulily. There’s no other place on the web where you can find so many amazing products, big name brands and big deals. 

“Zulily is exactly the kind of brand we like to be involved with,” Baldwin& Director of Account Management Jen Hazelett said. “They are a company solving an important problem for their customers and doing it in a delightful way.” 

Landing Zulily is the latest in a strong run of wins the agency has racked up in the last nine months. In addition to Zulily, Baldwin& has added Social AOR duties for both Volvo Trucks North America and Bridgestone Motorcycle Tires. In addition, Baldwin& has landed project work for Spoonflower – a leading eCommerce enabler, global digital design marketplace, and curator of over 1 million unique designs that is revolutionizing the textiles industry by connecting makers and consumers with artists worldwide and powering thousands of small businesses – and Lansinoh, a company created by moms that’s committed to helping mothers and babies get off to the best possible start in their new lives together. The Baldwin& client roster isn’t the only thing seeing growth: To keep up with its booming new business performance, the agency plans to ramp up staffing by 25 percent.

“We looked at the Covid era as a chance to pull together as a company and really focus on what we’re good at, which is to help a brand define itself based on its particular set of values and grow powerfully from there,” said Baldwin& Director of Strategy Ashley Yetman. “It has turned out to be an incredibly productive time for us and we’re poised for much more.”

About Zulily®
Online retailer Zulily helps moms around the world discover incredible deals and fresh style for themselves, their families and their homes. Zulily launches thousands of products at amazing values each day, curating personalized shopping experiences that include apparel and footwear for the whole family, toys, home décor, and so much more. Zulily’s app uses compelling video and imagery to bring more than 15,000 big name brands and boutique finds to life on mobile. For more information, visit, or follow @QurateRetailGrp on Facebook,Instagram or Twitter, or follow Qurate Retail Group on YouTube or LinkedIn.

About Baldwin&
Baldwin& was founded in 2009, is a national agency headquartered in Raleigh, NC. We work with an amazing and diverse group of clients including Cree Lighting, Bridgestone Tires, Long John Silver’s and KIOTI Tractor.  We believe the world needs brands to make things better.  What are our specialties? Advertising. Strategy. Design. Media. Beer. Learn more at