Dutch to Advertise Wrangler in Europe

ATLANTA BSUR Concepting has won the European creative account of Wrangler jeans after a five-month review that included 12 Continental agencies, the agency said.

Sources said the European account would have annual billings of $8-10 million. Wrangler spent about $35 million worldwide on advertising last year, according to Nielsen Monitor-Plus.

Abbott Mead Vickers BBDO, the London incumbent, did not defend. The agency had resigned the account last year. Mediaedge:cia in London will continue to provide media planning.

The campaign will launch in September throughout Europe. The media mix will include print and outdoor.

“The target of the campaign is to reintroduce Wrangler to the contemporary European consumer with a fashion-led product line and eye-catching imagery,” said Jan Rijkenberg, president of BSUR in Amsterdam, the Netherlands.

Wrangler is a division of VF Corp. of Greensboro, N.C., and part of VF Northern Europe in Bornem, Belgium.