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Clothing Marketer to Consolidate Ad-Buying Duties

By Published on .

NEW YORK (AdAge.com) -- VF Corp., owner of clothing brands such as Wrangler, Lee, Rustler and North Face, is talking to several agencies about consolidating its $115 million media-buying account, according to executives familiar with the situation.

Planning: Brand-by-brand basis
The review is being run by Kim McMillon, VF’s manager for advertising and marketing procurement. Buying duties for the Greensboro, N.C.-based apparel marketer are now with several agencies. Planning duties, also spread among various agencies, will be determined on a brand-by-brand basis.

Agencies involved include Omnicom Group’s OMD, Havas’ MPG, WPP Group’s Mediaedge:cia and Publicis Groupe’s Optimedia. A decision is expected in October.

Declined comment
Representatives for the agencies either didn’t return phone calls or declined comment. A spokeswoman for VF declined comment.

VF Corp. spent $113 million on measured media in 2004, according to TNS Media Intelligence. Other brands in VF’s portfolio include Vanity Fair, Nautica and JanSport.

James B. Arndorfer and Lisa Sanders contributed to this report.

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