|As part of its pitch research, Arnold sent a team to Columbus, Ohio, to spend time in JC Penney’s and Kohl’s, the two retailers where Lee sells 80% of its jeans.
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Arnold went up against Omnicom Group’s DDB Worldwide and Interpublic Group of Cos.’ Lowe, both in New York, in the review. Last fall, Publicis Groupe’s Fallon Worldwide, Minneapolis, resigned the account after a 19-year run in which it created the famous Buddy Lee campaign.
“Lee’s a great brand that’s got a legacy of good work, but it’s been a bit forgotten,” said John Staffen, executive creative director at Arnold New York, in an interview.
Focus on retailers
During the pitch, Arnold focused not just on the brand but also on the retailers where it’s most popular. The agency sent a team to Columbus, Ohio, to spend time in JC Penney’s and Kohl’s, the two retailers where Lee sells 80% of its jeans, Mr. Staffen said.
He noted that some point-of-sale ideas from the pitch will be developed as soon as possible and that TV and print work will break in the summer.
Media planning and buying for Lee will be handled by WPP Group’s Mediaedge:cia, New York, which won consolidated planning and buying duties for VF in the fall.
The review was managed by the consultancy AAR Partners, New York.