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Haggar teams up with advertising agency Crispin Porter + Bogusky
21 Apr '06
2 min read
The new owners and management team of the Haggar Clothing Co has announced that they have formed a strategic and creative partnership with advertising agency Crispin Porter + Bogusky.
The relationship between the two companies, which transcends the typical client / agency boundaries, includes aspects of product development, new business development, marketing, experience design, digital marketing, viral marketing, and more. Crispin Porter + Bogusky will hold a minor equity position in the company.
The move was spearheaded by Haggar's Chief Marketing Officer, Stephen Croncota, who recently joined the company after serving as Head of Worldwide Marketing for Versace in Milan, Italy.
In commenting on the unconventional partnership, Croncota said, "We plan on returning the Haggar brand to a leadership position in the world of men's apparel, by developing it as a vibrant lifestyle brand which offers a complete collection for head-to-toe dressing. Given our ambitions, it made sense to explore a non-traditional approach to brand-building, by leveraging CP+B's substantial creative talent across our organization."
Croncota went on to explain that, "The Haggar / CP+B alliance seemed to be the optimal way to facilitate alignment and accelerate change as we move together to bring Haggar back into the modern man's life."
"As an agency, our model is not really one that works well with one-off projects," said Jeff Hicks, CEO of Crispin Porter +Bogusky.
The relationship between the two companies, which transcends the typical client / agency boundaries, includes aspects of product development, new business development, marketing, experience design, digital marketing, viral marketing, and more. Crispin Porter + Bogusky will hold a minor equity position in the company.
The move was spearheaded by Haggar's Chief Marketing Officer, Stephen Croncota, who recently joined the company after serving as Head of Worldwide Marketing for Versace in Milan, Italy.
In commenting on the unconventional partnership, Croncota said, "We plan on returning the Haggar brand to a leadership position in the world of men's apparel, by developing it as a vibrant lifestyle brand which offers a complete collection for head-to-toe dressing. Given our ambitions, it made sense to explore a non-traditional approach to brand-building, by leveraging CP+B's substantial creative talent across our organization."
Croncota went on to explain that, "The Haggar / CP+B alliance seemed to be the optimal way to facilitate alignment and accelerate change as we move together to bring Haggar back into the modern man's life."
"As an agency, our model is not really one that works well with one-off projects," said Jeff Hicks, CEO of Crispin Porter +Bogusky.
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