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Jeans Maker Stresses Geography, Apparel Experience in Search
ATLANTA-After sifting through “too many” agency pitch packages for two months, marketing officials at Wrangler Jeans mailed their request for proposal to approximately 35 shops last week for the creative portion of the company’s advertising account.
The $29 million account (per Competitive Media Reporting’s latest figures) had been at The Martin Agency, Richmond, Va., for the last 10 years. In April, the agency and client issued a joint statement saying they were splitting over differences in the creative direction of the various Wrangler brands.
Martin will continue to handle the client’s media until further notice.
Wrangler marketing official Mark Clift, while declining to identify which agencies would receive a query from his company, said that geography would play a role in the agency selection.
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