Droga5 has been named the agency of record for Jockey's men's business.
Up until now, much of Jockey's marketing had been handled by agencies on a project-to-project basis. Agency NSG/Swat handled the Jockey Sport campaign for the men's business last year. Droga5 was not among those project agencies, but has now picked up the account without a formal review. It will be responsible for developing the strategy and creative for the business, while raising awareness for Jockey's latest products.
Though the company said it is not yet ready to discuss what form the strategy or creative will take, a new campaign is expected in the second quarter. "[Droga5 is] a valued strategic business partner with a history of pushing the boundaries of traditional strategy and creative," said Dustin Cohn, chief marketing officer at Jockey, in a statement. "The Jockey brand has a rich heritage of breakthrough marketing campaigns, and with the introduction of so many new groundbreaking products, we look forward to partnering with Droga5 to take our legendary brand to new heights."
"Jockey's brand heritage, commitment to innovation and quality products provide the perfect platform for a new approach to growing the brand," said Jonny Bauer, chief strategy officer at Droga5, in a statement.
Droga5 is not taking over the women's business, which will continue to be handled by shops like StrawberryFrog and TPN on a project basis. StrawberryFrog created the current women's campaign featuring Rachel Zoe. GRP Media in Chicago handles media buying and planning for both the men's and women's businesses.
Jockey is not a big measured-media spender, though it has upped its spend significantly in recent years. In the first nine months of 2013, the company spent $11.3 million on U.S. measured media, according to Kantar Media, up from $8.6 million for all of 2012 and $4.5 million in 2011.
Droga5 has been on a growth streak, with recent wins including Chobani and Under Armour. Just this week, it was named No. 4 on Ad Age's Agency A-List.