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.
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.