Fallon takes on dollars 20m pan-Euro task for Lee

The Minneapolis-based agency, Fallon McElligott, has scooped Lee Jeans’ dollars 20 million pan-European account after a two-month review.

The Minneapolis-based agency, Fallon McElligott, has scooped Lee

Jeans’ dollars 20 million pan-European account after a two-month

review.



Fallon - which handles Lee in its home market of the US - beat Abbott

Mead Vickers BBDO, Duckworth Finn Grubb Waters and the UK incumbent,

Grey, to the account. It will be a key piece of business for Fallon’s

fledgling London agency when it opens this summer.



At the same time, media planning and buying, which was handled by

MediaCom, will move to CIA Medianetwork, which already handles Lee’s

sister jeans brand, Wrangler. The account will cover key European

markets, including the UK, Italy, Germany and the Benelux and

Scandinavian countries.



Pitches were called and run from Brussels by David Smith, the European

marketing director of V. F. Europe Jeanswear, which owns Lee and

Wrangler.



Smith said he had called the review to seek a separate strong identity

for the brand, which had lagged behind Wrangler in terms of

personality.



Grey has run the Lee Jeans account in Europe for the past six years, but

the brand has suffered badly at the hands of increased competition from

Diesel and designer label jeans such as Armani, as well as the

traditional market leader, Levi Strauss. Grey’s last major TV commercial

for Lee, which traditionally appeals more to women than men, featured a

couple making love in space.



Smith said Fallon won the business because of its ideas for a ’genuine,

holistic’ through-the-line campaign. ’Fallon McElligott offered a

brilliant strategy for the brand, ’ he added.



US executives had led the Fallon pitch, but Smith met with prospective

London management to check ’chemistry’. Robert Senior and Michael Wall,

two senior directors at TBWA Simons Palmer, will run the UK agency as

joint managing directors when it opens (Campaign, 20 March).



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