"The win had to be based on the vision for the brand," said Mr. Smith, adding the pitch was a level playing field and that Fallon's U.S. role with Lee Apparel did not give it much of an advantage over the other shops.
Those pitching also included incumbent Grey Advertising; Abbott Mead Vickers/ BBDO, the U.K. agency for sister VF brand Wrangler; and Duckworth, Finn, Grubb, Waters, all London.
Mr. Fallon had said: "It wasn't in the plans. The stars just aligned for us."
Of course, the stars had a little help. Mr. Smith said the agency was told it would have to have a London presence to be considered for the assignment.