SAN FRANCISCO Clothing brand Dickies said it has hired Omnicom Group’s Goodby, Silverstein & Partners as its first lead agency for campaigns that will begin breaking next year.
The client, based in Fort Worth, Texas, in recent years has spent $5-10 million annually on ads, per Nielsen, handling the bulk of its creative chores in-house or through various shops on a project basis. The client’s media outlay for the first seven months of 2009 was $3.8 million.
Strategic media planning, production, digital marketing, e-commerce and account management support are all part of the assignment for the San Francisco-based shop, which was hired following a review.
“Dickies is a proud, independent brand and we need the perfect partner to help market our image to consumers in a way that doesn’t alienate our loyal brand fans,” said client svp, marketing Tad Uchtman, in a statement.
Goodby is well known for its high-profile campaigns for Hewlett-Packard, Sprint, Frito-Lay, Haagen-Dazs, CMPB (“Got milk?”) and the NBA, among others.