Crocs Moves Global Business to Cramer-Krasselt

Independent Shop Beat Out Incumbent TimeZoneOne and Leo Burnett in Review

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CHICAGO ( -- Crocs has shifted its global creative, media, digital and PR business to Cramer-Krasselt, Chicago, following a review.

Independent C-K bested two of its Chicago neighbors, incumbent TimeZoneOne and Publicis Groupe's Leo Burnett, in the pitch for the marketing account. Crocs spent about $12 million on measured media in the U.S. last year.

The struggling sandal-maker, which has been the subject of bankruptcy speculation this year, actually posted a small profit during the third quarter, but earlier this month it warned it might not be able to do the same in the fourth quarter, and investors drove its stock down by 17%.

In addition to adding a well-known brand to a stable that already includes the likes of Corona, Edward Jones and Heinz, the agency also won itself an awkward situation. One of C-K's major clients, Porsche, is currently suing Crocs because of a "Cayman" sandal the company sells. Porsche markets a sports car by the same name. A C-K spokeswoman declined to comment on the lawsuit.

C-K's first work for the brand is expected in the spring.

"We chose Cramer-Krasselt for their holistic and integrated approach to brand communications as well as their deep understanding of Crocs consumers throughout the world," Ken Chaplin, VP-marketing at Crocs, said in a statement. "C-K presented a global brand platform and creative executions that, when combined, provide a compelling brand story sure to reach the millions of Crocs fans worldwide while introducing new people to our unique and innovative footwear."

Added C-K Chicago General Manager Karen Seamen: "Crocs became an overnight sensation. ... Yet many Crocs lovers aren't familiar with the variety of styles, so our goal is to help Crocs further differentiate itself and expand the 'Crocs community' by sharing the unique story and substance behind the brand."

The win is the second bit of good news for C-K this month. The agency also recently scored duties on GlaxoSmithKline's drug to treat enlarged prostates, Avodart, which had previously been handled by McCann Healthcare. C-K has built a robust pharmaceutical practice, working on drugs such as Rozerem, Zantac and Levitra in addition to Avodart.

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Rupal Parekh contributed to this report.

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