Cutwater is broadening its relationship with Easton-Bell Sports, with a U.S. brand strategy and creative assignment for a new product line for the company’s Giro brand of helmet, protective gear and action sports accessories.
The San Francisco-based independent agency—originally founded in 2007 by veteran agency creative Chuck McBride as a spinoff of Omnicom’s TBWA\Chiat\Day—already works with Easton Sports on baseball, lacrosse and hockey lines. The agency has produced a viral film series for Easton, including the spot Ultimate Batting Practice on YouTube, and recently launched a social meme program for Easton's "Inside-Out" brand campaign, "Engineered for Glory."
McBride has developed a reputation for his sports creative after working on business for Adidas, Nike and Fox Sports in the past. Cutwater, which was awarded the Giro assignment without a review, declined to disclose the nature of the new product offering other than to say it is a “totally new extension” of Giro’s business. The global brand's products cover action sports including cycling, skiing, snowboarding and that for triathlon competition.
The scope of Cutwater’s integrated assignment includes digital, social and retail marketing. Spending was not disclosed.
At the end of 2010, Cutwater parted ways with Omnicom. Along with McBride, the agency is run by Christian Hughes, who was most recently at JWT, and Travis Britton, a former TBWA executive. The agency’s other clients include CoolSculpting, Ubisoft and Feeding America.