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Lands’ End’s selection of McKinney + Silver marks the agency’s first win under new president Brad Brinegar, who joined the shop eight months ago.
McKinney in Raleigh, N.C., a member of Havas global network Arnold, bested Interpublic Group’s Carmichael Lynch in Minneapolis and The Richards Group in Dallas for the $20 million account. Since Brinegar’s arrival, three months after the death of shop president Don Maurer, the agency has come up short in four of five reviews, including the finals for Earthlink’s $30 million business.
“There wasn’t as tight a link between strategy and creative as there should have been,” Brinegar said of McKinney’s Earthlink pitch.
The agency was recently elimi nated in the second round of Frontier Airlines’ ongoing review.
“I’m taking a certain amount of time to know my team and what we should be going after,” Brinegar said.
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