Why Lands' End Finally Decided It Needed a Creative AOR—and Picked VaynerMedia

The legacy brand wants to double its addressable audience

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Lands’ End has been myriad things in its history, hawking anything from yachting supplies to home goods to its current main focus—clothing. It’s also been a Sears subsidiary and an early pioneer for digital adoption, like introducing the first live chat option for customer service. What it hasn’t been recently is a company that’s earmarked marketing resources for brand building in order to reach its entire potential customer base.

CEO Jerome Griffith is making that change, bringing in VaynerMedia to serve as the brand’s creative agency of record, following a pitch that featured a handful of agencies that Griffith described as ones known for “brand building.”



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