Abbott Mead Vickers resigns Wrangler in creative strategy rift

Abbott Mead Vickers BBDO has resigned its Wrangler Jeans account, citing creative differences as the key reason.

The move spells the end of a six-year partnership between the jeans manufacturer, VF Northern Europe, and the UK agency.

It mirrors the decision taken by Fallon London in December when it parted company with VF's Lee Jeans brand after a four-and-a-half-year relationship.

Since 1996, AMV has produced a series of campaigns for Wrangler across Europe including "rodeo", directed by Spike Jonze, which won silver at Cannes in 1998 and "whatever you ride", a silver award winner at the D&AD and British Television Advertising Awards in 2001.

Among its most recent activity on the account was the Europe-wide TV, cinema and press campaign "there's a bit of the west in all of us", which marked a departure from previous Wrangler work.

AMV's managing director, Farah Ramzan, said: "We're proud to have produced some great work for Wrangler over the past six years and we wish it well in its search for a new agency."