Dockers Set to Tap FCB as Creative Agency
Dockers is set to hand FCB (formerly DraftFCB) its creative business following a review, Ad Age has learned. It's understood that the business will be led out of the agency's Los Angeles office with added input coming from San Francisco.
The retailer hasn't had an agency of record, but FCB's San Francisco office has handled much of the creative output from the last few years, including "Wear the Pants," which tried to shake the image of Dockers as the uniform of choice for middle-aged office workers and included a Super Bowl ad in 2010.
The move is good growth for the Interpublic agency, which also recently won the global creative account for Levi's. Levi Strauss is the parent company for both the Levi and the Dockers brand. For Levi's, FCB will work with House Worldwide in a new model that will have work being developed by teams from both agencies.
Dockers did not respond to requests for comment. FCB declined to comment.
Dockers recently appointed a new chief marketing officer, Adrienne Lofton Shaw, who came from Under Armour and previously held positions at Target, General Motors and Gap. She also has an agency history, having previously worked at Planworks/Starcom MediaVest earlier in her career.
The company spent $3.5 million in measured media from January to November 2013, according to Kantar Media, a big jump from the same period a year earlier, when it spent just over $1 million.