Lee Jeans Taps Olson for Interactive

MINNEAPOLIS Olson has been hired by iconic apparel firm Lee Jeans as lead interactive agency for the brand. The Minneapolis-based independent in April will launch a revamped version of the client’s Web site.

“E-commerce has been an underdeveloped retail channel for Lee, which is why we brought in Olson to spice it up,” said Liz Cahill, Lee’s vp, marketing, in a statement. “Olson’s deep strategic thinking about social circles is helping us reach our consumers in different ways, and its best-in-class e-commerce experience from technology to design means we’re about to launch a cool and different Lee.com.”

Added Kevin DiLorenzo, agency president: “This is just the beginning of our marketing efforts to help the brand move confidently forward.”

Lee’s budget at Olson was not disclosed. Overall, Lee spends $40 million-plus annually in measured media, per Nielsen Monitor-Plus.

The work was awarded after a review; independent Barkley had previously handled interactive chores for the brand. The New York office of Havas-owned agency Arnold remains Lee’s offline ad partner.

Lee marks the second notable win for Olson since the year began, following its selection by Carlson Hotels’ Country Inns & Suites. The shop’s creative debut for Country Inns is expected to break in the next few weeks.