Build-A-Bear Names a Lead Creative Shop

Brand spends an estimated $12 million annually

Build-A-Bear Workshop has named the Atlanta office of JWT as its lead agency after a review.

The assignment encompasses North America and the U.K. The move follows Build-A-Bear's appointment of UM as the brand's new agency for media in April. Build-A-Bear spends an estimated $12 million annually on media.

Gina Collins, chief marketing officer at Build-A-Bear, cited JWT's "proven track record of creating innovative and engaging experiences" as a key factor in the decision. The other finalists could not be ascertained.

JWT, a unit of WPP Group, is responsible for expanding the brand's retail portfolio and reach, as it works across Build-A-Bear’s business, retail and corporate communications channels.

Sister shop Geometry, who also contributed to the pitch, will partner with JWT on Build-A-Bear shopper and activation efforts. Digital responsibilities were not part of the review and remain at another WPP shop: Possible.