Wearing Slacks With Flip Flops

From Ad Age:

The Haggar Clothing Co., a department-store pants supplier bent on becoming a lifestyle brand, has hired Crispin Porter & Bogusky, Miami, in what it describes as an “unconventional partnership” that includes Crispin taking a minority equity position in the newly private Haggar.
Haggar was delisted from Nasdaq after an investor group, led by a pair of private-equity firms, bought the company from shareholders for $212 million. The sale was finalized on Nov. 1.
Crispin CEO Jeff Hicks described the relationship as an “agency-client convergence model” that “eliminates the noise which can exist between clients and agencies.”
“As an agency, our model is not really one that works well with one-off projects,” he said. “Our best results have come when we have empowered products to market themselves beyond paid media.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.