Gore-Tex Adds Wieden to Agency Roster

NEW YORK Wieden + Kennedy has joined the agency roster of Gore-Tex in the U.S., the shop said. The assignment came about through the independent shop’s relationship with the client in Europe.

Wieden + Kennedy in Amsterdam handles the ad account for that region. The New York agency has been doing projects for the Newark, Del.-based client since late 2003, but its addition to the roster means it will produce an integrated brand campaign that will begin in the fall, according to Buz Sawyer, managing director of Wieden in New York.

“They reflect a lot of the corporate culture of Wieden + Kennedy,” Sawyer said about Gore-Tex. “They’re entrepreneurial, idea driven and have a strong set of values.”

He would not comment on billings, but Gore-Tex spent $3-5 million on U.S. ads in 2003, per TNS Media Intelligence/CMR.

It is the first account acquisition for the office this year. Sawyer said a business-to-business push would begin in the fall, followed by a campaign directed at retailers in spring 2005 and consumer advertising in fall 2005.

The client is expected to advertise in print, radio, TV, Internet, events and point-of-purchase, Sawyer said.

Gore-Tex makes medical and electronics devices but is best known to consumers for its fabric products, which are used for skiing, hiking and work apparel. Wieden is also expected to help launch a new, undisclosed product for the company.

In a statement, Gore-Tex fabrics brand manager Steve Shuster said, “We are thrilled to be working with W+K New York to develop a powerful, integrated brand platform here in North America. As the Gore-Tex fabric business continues to grow, Wieden will prove an integral part of its overall brand positioning in the marketplace.”

The New York office of Portland, Ore.-based Wieden handles advertising for ESPN, Nike and Nike’s Jordan brand, U.S. Trust, Time Warner Interactive and media planning and buying for JetBlue Airways.