Tom Brady’s footwear brand of choice, Ugg Australia, tapped M&C Saatchi to take on creative duties for its line of men’s footwear, outerwear and accessories. The first task at hand is to develop a branding campaign featuring the Patriots QB, who signed on for some reason as the face of Ugg last November.
The creative execution is expected to launch with the Uggs Fall 2011 collection. Regarding her company’s decision, Ugg Australia president Constance X. Rishwain says, “We’re pleased to have found an agency partner that can take the Ugg men’s business into the future. Marrying our heritage as a men’s brand to the new initiative with Tom Brady is an exciting agency challenge, and we’re confident M&C Saatchi can deliver.” Prior to handing its business to M&C Saatchi, Uggs kept the ad account in-house.
As for the media strategy portion, Ugg appointed KSL. The agency review was conducted by search consultants Select Resources International.