VF Buying Goes to Mediaedge

NEW YORK Apparel marketer VF Corp. has awarded its $110 million consolidated buying account to WPP Group’s Mediaedge:cia after a review that began in September, sources said.

The other finalist was Publicis Groupe’s MediaVest.

Mediaedge:cia already worked on the VF business. Another incumbent, Omnicom’s OMD, withdrew last month, citing the demands of its current workload. The business had been split among numerous shops.

The Greensboro, N.C.-based client has four-dozen different clothing lines including Lee and Wrangler Jeans, Vanity Fair, Nautica and North Face.

The review did not encompass planning, and individual brands will continue to handle that function through their creative shops, internal planning departments and media specialty firms, the client has said.

Kim McMillon, manager of global procurement, marketing and advertising services at VF, handled the review internally. (New York-based consultant Joanne Davis advised McMillon on certain aspects of the search but did not manage the process.)

McMillon declined to comment today. The agencies couldn’t be reached or declined comment.

Lee’s $30 million creative assignment is in play in a separate review. Finalists are Havas’ Arnold in New York and McKinney + Silver in Durham, N.C., and Interpublic Group’s Lowe and Omnicom Group’s DDB, both in New York. Publicis Groupe’s Fallon had handled Lee.

This story updates an earlier item that incorrectly identified MediaVest as a VF roster shop.