American Eagle Outfitters is now visiting agencies in its global review. The company's marketing executives will meet with six shops before narrowing the field to three finalists, perhaps as early as next week. The full list of semifinalists could not immediately be identified.
Both creative and media efforts are in play and, beyond the company's namesake brand, the assignment includes Aerie and 77kids. Total media spending is estimated at $30-40 million. Currently, American Eagle uses different agencies in different regions. One goal of the review is to consolidate the chain's creative and media efforts at one or two shops. Beyond the U.S., key markets include China, Japan, Russia, Israel and the United Arab Emirates.
Among the key decision-makers in the search are chief marketing officer Michael Leedy and new CEO Robert Hanson, a former top executive at Levi's. Ark Advisors in New York is managing the process.
Ark did not return calls and American Eagle could not immediately be reached. The Pittsburgh-based company expects to complete its search by the end of next month.
