Wrangler Europe appoints Smith as marketing director

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Wrangler Europe has appointed David Smith as its new marketing director. Smith replaces Juan Munoz who left in September midway through a 16m ad agency review (MW September 20).

Smith currently holds a senior marketing position within Lee Apparel in the US. Lee Apparel and Wrangler are both owned by the VF Corporation.

Smith is expected to take up the position in early November. His responsibilities will include marketing the Wrangler brand throughout Europe. Prior to joining Lee Apparel, Smith worked for Pepe.

Munoz left Wrangler in September as the company drew up a shortlist for its pan-European review.

Five agencies, Abbott Mead Vickers.BBDO, Lowe Howard-Spink, GGT, Duckworth Finn Grubb Waters and incumbent TBWA, have pitched for the account which is expected to be awarded by the end of the month.

The review is part of Wrangler’s attempt to challenge Levi’s domination of the jeans market.

Levi’s is market leader with 25 per cent volume share.

Wrangler has 8.2 per cent of the UK market by volume, according to Nielsen figures for the year ending May 1996.

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