WW.L. Gore & Associates announced today it has consolidated its global media account for its fabric division, behind Gore-Tex outerwear threads, with Dentsu Aegis Network following a review that launched late last year and was handled by consultancy Flock Associates.
Dentsu’s Gravity, Carat and Amnet agencies will work with Gore-Tex—used in brand products from Adidas, Oakley, Patagonia, Converse and The North Face, among others—across the Americas, Europe and Asia-Pacific.
Friedrich Nümann, senior marketing executive at Flock Associates, said Gore-Tex previously worked with “10-plus” independent and holding company-owned shops, including Dentsu’s Carat. He said those other agencies will not be employed by Gore-Tex in any capacity. “We’re happy to extend our relationship with [Dentsu] into a global partnership that will help us to transform Gore’s standard of innovation and excellence to the world of channel planning and media buying,” Sascha Welters of the Gore Fabrics Division said in a statement. “We’re confident they are the right partner for the complex task of handling a global ingredient brand.”
Kantar Media reports W.L. Gore & Associates’ Gore-Tex spent $1.5 million on marketing efforts in the U.S. last year, up from just $688,000 in 2016. Global spending estimates hover in the low eight digits. Nümann said W.L. Gore & Associates was trying to find a digital-focused agency that could better connect its Gore-Tex brand with consumers around the world. He said it was similar to the creative review the company launched earlier in 2017, which was also handled by Flock. During that process, creative and digital duties for Gore-Tex were consolidated with AKQA. Those duties were previously handled by more than 30 different agencies, according to Nümann.
“Gore-Tex is built on the relentless pursuit of innovation—a pursuit we share and are dedicated to at Dentsu Aegis Network, which is why we are committed to becoming a 100-percent digital economy business by 2020,” Luba Tolkachyov, chief operating officer at Gravity, said in a statement. “In line with Gore-Tex and its consumers, we collectively believe that innovation and passion are the drivers of success, which is why we are thrilled to partner with Gore-Tex as their global media agency,” Tolkachyov added.
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