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Parent Company to Announce Agency Review

By Published on .

CHICAGO (AdAge.com) -- Citing creative and strategic differences, Fallon Worldwide, Minneapolis, said it is resigning the $12 million Lee jeans account.
Fallon is out at Lee after 19 years.

19 year account
Fallon, which created the long-running Buddy Lee campaign, worked on the business for 19 years. Lee is part of VF Corp., which also owns The North Face and Wrangler. Fallon, part of Publicis Groupe, continues to work on VF’s Earl jeans.

Fallon also handled radio and print buying for Lee. TV was handled by WPP Group’s Mediaedge:cia

"After several months of working together on a long-term vision for the brand, the agency could not reach common ground with Lee on future strategic and creative direction," a Fallon spokeswoman said. "Lee management will be seeking a new agency and will be announcing a review in the near future."

BMW account
Fallon earlier this year resigned the $70 million BMW of North America account after the auto marketer informed the agency it is putting the business up for review. It also lost the $47 million Dyson account, but has so far has won Whirlpool’s KitchenAid and a spot on Sony’s roster.

"The Lee brand stands at a new era in our company's history and we look forward to initiating an agency search for a new creative partner," said VP-marketing Kathy Collins. VF is working with search consultant AAR Partners, New York.

Lee parent consolidating
VF is also in the midst of consolidating its $115 million media-buying account.

Agencies involved in the media review include Mediaedge:cia, Omnicom Group’s OMD, Havas’ MPG and Publicis Optimedia.

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