Wrangler Looks for a Better Fit

Contacts Long List for Its Creative Account
ATLANTA-After sifting through “too many” agency pitch packages for two months, Wrangler Jeans Company has mailed requests for proposals to approximately 35 shops for the creative portion of its advertising account.
The $29 million account (per Competitive Media Reporting’s latest figures) had been at The Martin Agency, Richmond, Va., for the last 10 years. In April, the agency and client issued a joint statement saying they were splitting over differences in the creative direction of the various Wrangler brands. Martin will continue to handle the client’s media until further notice.
Wrangler marketing official Mark Clift, while declining to identify which shops would receive a query from his company, said that geography would play a role in the agency selection. Wrangler is headquartered in Greensboro, N.C.
“That would make sense from a logistical standpoint,” he said. “But we’re also open to agencies further away that have offices closer to us.”
Another factor that might help an agency make the jeans company’s long list is previous experience in the clothing business. The company will give shops about two weeks to respond to its questionnaire. From there, Wrangler officials would like to pare the list to three to five.
Clift said it was possible one additional cut would happen thereafter, but company officials hope to avoid that and name a new agency by the end of the summer. Clift added that media may stay with Martin, especially if the creative account goes to one of the smaller shops being asked to participate. -Jim Osterma