The VF Corporation has handed the 12m Lee Jeans advertising account across Europe to US agency Fallon McElligott. The appointment follows a decision to position the brand as a fashion label.
Fallon handles Lee’s US advertising. The win will accelerate its plans to open a London office.
Robert Senior and Michael Wall’s resignation from TBWA Simons Palmer in March, to join Fallon’s London office, led observers to comment that the Lee Jeans win was a foregone conclusion.
AMV.BBDO, which handles sister label Wrangler’s UK advertising, pitched for the Lee account alongside incumbent Grey Advertising and Duckworth Finn Grubb Waters.
CIA has been awarded the media planning and buying business previously handled by Mediacom. CIA already manages media for Wrangler.
Lee’s image as a unisex brand made it a direct competitor to Wrangler – a men’s label. This is understood to have contributed to VF’s decision to reposition the brand. The new advertising will position Lee as a more fashion-led brand to appeal to women.
Peter Abbiss, former VF brand director for Northern Europe, has been appointed marketing director for the UK, Ireland and Scandinavia.
Ian Morris’ position as UK marketing manager has been axed.