CP+B Adds Haggar Account, Plus Equity

BOSTON On the heels of a change in ownership, Haggar Clothing today said it has formed “a strategic and creative partnership” with Crispin Porter + Bogusky.

Along with online, offline and viral marketing duties, design chores and product development, the Dallas-based men’s clothier has given the MDC Partners agency in Miami a minority stake in the company.

The move was spearheaded by Haggar’s newly named chief marketing officer, Stephen Croncota, who recently joined the company after serving as director of worldwide marketing at Versace in Milan, Italy.

In a statement, Croncota said, “We plan on returning the Haggar brand to a leadership position . . . by developing it as a vibrant lifestyle brand which offers a complete collection for head-to-toe dressing. Given our ambitions, it made sense to explore a nontraditional approach to brand-building, by leveraging CP+B’s substantial creative talent across our organization.”

Haggar last year spent less than $150,000 on paid media after spending $5 million in 2004, per Nielsen Monitor-Plus.

A private equity investment group acquired the company last November for more than $210 million. At that time, most of its senior management team, including CEO J.M. Haggar IV, departed.

Jim Lewis, the company’s current CEO, in a statement cited CP+B’s recent work for Burger King and Volkswagen as factors in the agency’s hire.

CP+B’s level of ownership was not disclosed; no date was given for new promotional work to launch.

Independent Foundation Design in Dallas created Haggar’s last paid-media campaign in late 2004. The “Stop Time” ads showed Haggar slacks moving casually through a hyperactive world.

J.M. Haggar’s grandfather, J.M. Haggar Sr., founded the company in 1926, and a family member had served as chief executive for its first 79 years of operation