JanSport Shifts to Butler, Shine, Stern

SAN FRANCISCO Butler, Shine, Stern + Partners has won the creative and media-buying business of backpack maker JanSport, the agency confirmed.

The winning shop said it would assume the duties from the incumbent, Omnicom’s DDB Seattle, and that it plans to market the JanSport brand beyond its student clientele.

“We’re very excited,” said Greg Stern, CEO of the independent shop in Sausalito, Calif. “This is a tremendously well-known and venerable brand. It’s an incredible opportunity for us and JanSport.”

John Butler, a founding partner and executive creative director of BSS+P, was also effusive about the prospect of working with JanSport and added in a statement: “Every consumer we spoke to during the pitch process has a unique and rich view of the JanSport brand.”

Stern said a new campaign, which is expected to launch in the fall, is in development. He said the strategy is “to expand the relevance of the brand beyond the core audience of high school and college backpack users.”

In addition to outdoor gear, JanSport makes computer and travel bags and business luggage aimed at adults. The Appleton, Wis.-based company has offices in Everett, Wash., as well as Western Europe and Asia.

JanSport historically has spent $5 million annually on advertising, primarily on national print. Spending details on the upcoming campaign were unavailable.

The client held a national review in which Havas’ Arnold, Boston, also advanced to the final round.