Wrangler seeks younger image

Wrangler Jeans is trying to reposition itself as a younger, more contemporary clothing brand, and has appointed Dutch agency BSUR to handle its European advertising account.

BSUR pitched against four agencies, including Leagas Delaney and Fallon, which has worked on Wrangler owner VF Northern Europe’s other denim brand, Lee Jeans. The pitch was overseen by Agency Assessments International. Wrangler spent &£1.7m on advertising in the UK last year.

Wrangler brand director for Europe Mark Cuthbert says he is working with the agency to develop a campaign that will be brand-led but will also focus on its products. The spring/summer 2004 range includes a number of new designs aimed at attracting consumers in their mid-20s and early 30s. The first burst of advertising to support the range will break in the spring.

The Wrangler account had been handled by Abbott Mead Vickers.BBDO for six years, but the agency resigned the business in August, citing creative difficulties. Its last campaign for the brand was a spoof of Western films, using the strapline “There’s a little bit of the West in all of us”. It is not known whether BSUR will continue to use this theme

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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