OWN&P Plans TV for Lucky Brand

Following a hotly contested review, Odiorne Wilde Narraway & Partners is preparing to send Lucky Brand Dungarees back to school.

The San Francisco shop edged out nine rivals for the $7-10 million account, and will unveil the client’s first-ever TV campaign this fall. While the brand’s profile may be rising, OWN&P chairman Jeff Odiorne said its image is likely to remain largely intact.

“It’s a pretty cool brand on its own,” he said. “We wouldn’t want to stop the momentum they’ve built.”

The Los Angeles-based denim and sportswear maker has mostly relied on an in-house ad team. Its most visible ad vehicle has been numerous bus-stop benches in L.A. featuring a Buddha character and the message: “Get Lucky. Sit here.” Other efforts included national trade print ads, bus wraps, billboards and wallscapes.

Officials at Lucky Brand could not be reached for comment.

Odiorne said the account fits nicely with the agency’s specialty of targeting 18-34-year-olds. He also called the client’s managers “incredibly passionate, smart people who make great products and care about what they do.”

In addition to handling creative, production and most media planning and buying, OWN&P will oversee online campaigns for back-to-school and the holidays. Graham Lee will be creative director on the account.

SNL Communications in Los Angeles will keep Lucky Brand’s print and outdoor media buying.

Lucky Brand products are carried at department stores nationwide. There are also 30 Lucky Brand stores in 13 states.