According to reports from Adage, Wrangler has named independent network Mother New York as its global creative agency of record. The appointment comes after a review which started in the fall of 2018. Before Mother NY was appointed Concor, Mass-based Toth+Co handled Wrangler’s account.
Toth+Co handled the brand’s account for 19 years and according to the agency they declined to participate in the review. But the agency has wished Mother NY and the denim brand nothing but the best. When speaking about the appointment, Toth +CO rep expressed the pride the agency felt in the work they did with the brand. The agency rep talked about how exciting it was to grow with the denim brand. According to Wrangle, even though Toth+Co was an “incredible partner for many years, their new focus required a more global focus.
Mother NY is Wrangler’s Global Creative Agency of Record
According to Adage, Mother NY’s duties will include branding development and communications campaign strategy spanning print, digital, broadcast and out-of-home. The agency will be global but will particularly focus on the key North American and Europe, the Middle East and Africa regions. According to Adage, Mother NY’s first work for Wrangler will debut later this year. The Independent agency will also be working alongside Wrangler’s lead media agency Starcom and French West Vaughn. Starcome French and West Vaughn is a Publicis-owned agency and is the brand’s public relations and social media partner.
Prior to the review, the denim brand worked with Mother NY to create a digital experience around its new limited-edition line, the Wrangler Lil Nas X Collection. The line debuted alongside the release of the rapper’s music video for “Old Town Road
Wrangler and Mother NY Speak on the Appointment
Jenni Broyles the vice president of Wrangler spoke to Adage about the review and the appointment. She stated that they launched the review in search of a global agency partner to support its growth strategy across the globe. They were looking for an agency that will help them drive thought partnership, execute first-in-class, emotionally compelling creative, and help them build out-of-the-box ideas to drive brand equity. They found the agency who was capable of doing all this with Mother NY.
Charlie McKittrick, Mother U.S. Chief Strategy Officer and partner spoke about the appointment. He talked about how it was a huge testimony that the new partnership was already able to activate a massive cultural opportunity. McKittrick explained that their strategy will be focused on finding what is already beautiful about the brand and presenting it in a new light.