Lee Jeans Appoints New Agency, Plans Anniversary Push
24 Jan, 2013
VF Corp’s Lee Jeans has comparison Austin-based group GSDM to hoop artistic duties after a rival examination that began in September.
“One thing that was unequivocally critical to us was [for an agency] to be means to consider about a code and govern that in all aspects of a selling mix,” Lee’s VP of marketing, Liz Cahill, told Ad Age. “They were hands down a best during it. We wanted to find an group that can assistance us have some-more of a holistic campaign.”
She combined that given Lee is a 125-year-old denim brand, a group was tender with a Omnicom Group-owned shop’s work on birthright brands such as Goodyear and L.L. Bean.
The pierce ends a six-year attribute with Havas’ Arnold. The group was invited to urge though declined to pitch, according to one chairman informed with a matter.
“I have zero though good things to contend about Arnold,” pronounced Ms. Cahill. “Their group was unequivocally strong. What we felt we were maybe blank was stronger digital capabilities. That’s something we know they were building for us, [but] it was not as fast as we needed.”
Arnold didn’t immediately respond to a ask for comment.
GSDM will offer as a lead group on a comment and spend many of a year formulation for a 125th-anniversary debate slated for 2014. The code also works with Barkley PR spin-off Crossroads, media-planning and -buying group MEC and social-media and digital organisation Digital Evolution Group.
Lee Jeans spent $22 million on U.S. totalled media in 2011, according to Kantar Media. With a pay-for-performance indication set adult with many of a group groups, Ms. Cahill pronounced that her group is “definitely looking to have increasing investments with proven creative.”
For Arnold, a detriment comes on a heels of care and organizational changes within primogenitor association Havas. After replacing a name Euro RSCG with Havas Worldwide, it allocated tellurian Arnold CEO Andrew Benett to a new purpose of tellurian boss of Havas Worldwide. Arnold tellurian boss Robert LePlae has succeeded Mr. Benett in a Arnold CEO role.
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