Wolverine World Wide, Inc.-owned shoe and boot manufacturer Cat Work Footwear appointed Indianapolis-based Young & Laramore as its creative agency of record, tasked with digital and social duties and retail displays in addition to standard creative.
The agency will be responsible for an autumn-winter 2017 campaign for the brand launching this fall, which will include print, OOH and experiential/activation components designed to target millenial consumers.
“We see a significant creative opportunity to disrupt a category that’s become ubiquitous with its aspirational approach,” Young & Laramore principal and executive creative director Carolyn Hadlock said in a statement. “We are looking forward to creating work that is true to the Cat brand and not just the category.”
“We instantly had great chemistry with the team at Y&L; we’re looking to disrupt the industry, and Y&L’s history of doing counter-category work resonated with us,” added Cat Footwear, vice president of global marketing Dani Zizak.