AMV beats four to 16m Wrangler jeans account

Abbott Mead Vickers.BBDO has won the 16m pan-European account for Wrangler jeans, beating Lowe Howard-Spink, GGT, Duckworth Finn Grubb Waters and incumbent agency TBWA to the business.

The media planning and buying account, held by CIA Medianetwork across Europe, is unaffected by the creative review.

The appointment of AMV comes after research by the company on pitch proposals from AMV, GGT and DFGW after it dropped LH-S and TBWA.

The appointment follows the departure of Wrangler’s European marketing director Juan Munoz two months ago, who headed the search for a new agency. He was replaced by David Smith, who joined from his post as head of US consumer marketing at sister jeans maker Lee.

The company’s most recent campaign, “Every picture tells a story”, was created for TBWA Europe by the Los Angeles office of its subsidiary Chiat Day.

“Of the agencies we saw, AMV provided us with the best strategic thinking and the creative solution we were most comfortable with,” says Smith.

“It told us to remain true to our brand values. One of the challenges was to make sure that Wrangler retained an authentic western and contemporary appeal.”

Germany and the UK make up about 80 per cent of Wrangler’s European sales by volume; Levi’s is European market leader with 25 per share. In the UK, Wrangler has an 8.2 per cent share of the jeans market, according to Nielsen figures.

Perhaps Wrangler’s best-known advertising featured supermodel Paula Abbott in a spoof of the film City Slickers. The ad led to a surge in sales of the jeans to women, though there was some suggestion that this was at the expense of sales to men.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here