Cramer-Krasselt Lands New Fashion Accessories Account

Vera Bradley appointed agency without a review

Cramer-Krasselt has it in the bag with designer Vera Bradley Inc. The company best known for its brightly patterned fabric handbags and travel items has tapped the Chicago-based independent to handle advertising and public relations.

C-K’s client mandate also includes brand strategy, digital, media buying and planning, retail, CRM and social media. There was no incumbent agency on this assignment, and the agency was appointed without a review. C-K will work with existing Vera Bradley marketing services partners like Britton Marketing & Design Group; DVG; Rated I Creative; Hennegan; and A Squared Group.

The new account follows last month’s appointment of C-K as Panera Bread’s creative agency

Vera Bradley was founded in 1982 by Barbara Bradley Baekgaard and Patricia Miller and has 56 company-owned retail stores and eight outlets. The publicly-traded manufacturer also sells through 3,400 specialty retailers and plans to open another 18 stores by the end of 2012.

The company said hiring C-K was part of its expansion strategy, which includes boosting its ad budget and the introduction of new product categories. According to Nielsen, the company spent $6.7 million last year in measured media, an amount that does not include Internet spending or business-to-business advertising.


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