Wrangler has named Mother New York as its global creative agency of record, following a review launched last fall.
Sources close to the matter say the brand handled the review internally. Mother New York will be tasked with handling branding development and communications strategy development globally, spanning channels including broadcast, digital, OOH and print. The review followed parent company VF Corporation announcing it would spin off Wrangler and Lee into a separate company. Mother New York’s appointment as agency of record comes on the heels of its “Wrangler on my Booty” branded AR experience for the brand.
“Those of us who have a hand in shepherding Wrangler through the next generation are responsible for maintaining its authenticity, and our partnerships are of the greatest value. We’re confident bringing Mother New York and their talented team on board will continue to help make Wrangler
a true American brand,” Wrangler vp, global brand president Tom Waldron said in a statement.
“We knew immediately that we wanted to work with Wrangler, if only to keep anyone else from trying to make them ‘coastal cool’ or ‘heritage.’ There is an incredible physical beauty to the world that Wrangler lives in, and the cultural values they represent are needed now more than ever,” added Mother U.S. partner, chief strategy officer Charlie McKittrick. “We couldn’t be more excited to help unlock the power of Wrangler, especially as they go public and stake their claim in the marketplace in bold new ways.”
Wrangler spent $40 million on measured media globally in 2018, according to consultancy R3. The brand spent nearly $23 million on measured media in the U.S. last year—down from just over $36 million in 2017—and around $3.2 million in the first quarter of 2019, according to Kantar Media.
Patrick Coffee contributed reporting to this story.