As we predicted Wrangler went into review: Another coming? (free to see)
Steve’s breakdown: That’s right, we got another one right but the real question is whether Lee will be next to review. We’re sayin’ “YES”.
See our prediction at the bottom of the page.
Jenni Broyles, vice president of Wrangler, said that Wrangler launched the review in search of “a global agency partner to support our growth strategy across the globe.”
“We were looking for an agency to help drive strategic thought-partnership, execute first-in-class, emotionally compelling creative, and help us build out-of-the-box ideas to drive brand equity,” Broyles said.
Wrangler’s previous AOR was Concord, Mass.-based Toth+Co, which was an “incredible partner for many years,” Broyles said. “However, our new scope required a global focus.”
“Toth wishes Mother and Wrangler nothing but the best,” he said. “We are proud of the work we did together. We had fun growing the Wrangler brand. It took a lot of hard work taking it to new places while keeping it real and authentic. But I think we did alright. We definitely had fun.”
“It is a testimony to the new partnership that we have already been able to activate a massive cultural opportunity, even while we develop a new brand platform,” Charlie McKittrick, Mother U.S. chief strategy officer and partner, said.
McKittrick said the agency’s creative strategy for Wrangler will focus on finding what is “already beautiful about Wrangler and present that in a new light.”
“We didn’t want to change Wrangler or fetishize them as a ‘heritage’ brand,” he said. “The fact that we’ve had our ear to the ground and are willing to get fast and nimble with the likes of Lil Nas X should say a lot, too.”
Mother New York will work alongside Wrangler’s lead media agency Publicis-owned Starcom and French West Vaughn, its public relations and social media partner.
According to estimates from R3 co-Founder and Principal Greg Paull, Wrangler spends about $40 million a year on measured media globally.