Crocs Shifts to Cramer-Krasselt

Independent Cramer-Krasselt in Chicago has added footwear maker Crocs to its roster following a review.

C-K will handle all advertising, media, digital and public relations, and the shop said an integrated push is planned for spring.

Spending on Crocs — a struggling brand of late — was less than $5 million through the first eight months of 2009, per Nielsen. For all of last year, Crocs spent almost $15 million on ads.

Ken Chaplin, vp, marketing at Crocs, said C-K was chosen based on its “holistic and integrated approach to brand communications as well as their deep understanding of Crocs consumers throughout the world.”

Karen Seamen, evp, gm at C-K in Chicago, added: “Many Crocs lovers aren’t familiar with the variety of styles, so our goal is to help Crocs further differentiate itself and expand the ‘Crocs community’ by sharing the unique story and substance behind the brand.”

The agency will coordinate its global outreach for Crocs through its ICOM network affiliates.

TimeZoneOne in Chicago was the incumbent.

Nielsen Business Media