Wrangler Jeans seeks new agency for Europe creative

LONDON - Wrangler Jeans has kicked off its search for a new creative advertising agency by tasking Agency Assessments to compile a longlist of prospects to pitch for its pan-European advertising business.

The move follows the announcement last month by Wrangler's agency of record, Abbott Mead Vickers BBDO, that it was resigning the account. The agency cited creative differences as the main reason for the split.

Its split with Wrangler spelled the end of a six-year partnership between the jeans manufacturer, VF Northern Europe, and the UK agency.

The move mirrored 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.

AMV's most recent campaign was the Europe-wide television, cinema and press campaign "there's a bit of the West in all of us". This campaign aimed to spoof Westerns by featuring situations such as a fake shoot-out in a diner. This was a marked departure from previous creative work.

Since 1996, AMV has produced a series of campaigns for Wrangler across Europe including "rodeo", directed by Spike Jonze, which won a silver award at Cannes in 1998, and "whatever you ride", which also won awards.

Wrangler is the third-placed jeans brand in the market behind the leader Levi-Strauss and Wrangler's sister brand, Lee, according to the research company Mintel. It is the only major jeans brand to have lost share, falling from 6% to 5%, since 2000.

Overall jeans sales have increased. But competition, from a revitalised Levi-Strauss and smaller brands such as Miss Sixty and Diesel, has squeezed Wrangler's position in recent years.

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