Lee Jeans has handed its £2m European advertising business to Belgian agency LG&F following a five-way pitch.
The jeans brand, owned by Brussels-based VF Corporation, shortlisted incumbent Storakers McCann, Farm, Vallance Carruthers Coleman Priest and 180 Amsterdam for the account in a pitch overseen by Agency Assessments International. Lee Jeans European brand marketing manager Jan Colpeart led the hunt. LG&F has been tasked with boosting the brand through Lee’s renewed commercial strategy and is expected to create ads for the style press and develop a strapline.
Swedish agency Storakers McCann, part of the McCann Erickson network, had held the account since 2002. It was a winner in the 2004 Epica Awards clothing and fabrics print category, with the execution Behind the Scenes (MW January 22, 2004).
Fallon was incumbent between 1997 and 2002. VF’s Wrangler creative work is produced by Amsterdam agency BSUR Concepting (MW August 27, 2004). Media planning and buying, held by Mediaedge:CIA, was not affected by the review.
LG&F, founded in 1997, pitched for Carlsberg’s creative account earlier this year, losing out to Belgian agency Duval Guillaume Antwerp.