"We could not be more excited to work with Dickies,” said Rich Silverstein, co-chairman of Goodby, Silverstein & Partners. “It's not very often that you are provided the opportunity to work with an 87-year-old company. Dickies' values of hard work, toughness and pride sync nicely with our own.”
In addition to their new partnership with GS&P, Dickies also works with several other industry-leading agencies for their various marketing needs. Edelman serves as the company's public relations agency of record; Norm Marshall & Associates supports the brand's product placement and celebrity seeding efforts; Hornall Anderson provides brand strategy and guidelines; Landor develops package design; and Millward Brown supplies strategic market research.
Terms of the new agreement were not disclosed. Jones Lundin Beals, Inc. consulted with Dickies on the agency search process. Dickies previously worked with Mullen for media planning and buying.
The Dickies brand has a strong and proud heritage of providing tough, quality clothing to American workers for more than 87 years. Over that time, the company has grown from the U.S. Bib Overall Company in 1922 to the Williamson-Dickie Manufacturing Company.
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