Media Bytes
UGG® AUSTRALIA APPOINTS M&C SAATCHI AND KSL MEDIA FOR MENS CAMPAIGN
Agency charged with global brand effort featuring NFL’s Tom Brady
LOS ANGELES – February 23, 2011 – M&C Saatchi, Los Angeles, today announced the agency has won global creative duties for UGG® Australia’s line of men’s footwear, outerwear and accessories. The agency partnered with KSL Media, Los Angeles, who will deliver an integrated media approach, after a review conducted by search consultants Select Resources International.
M&C Saatchi has been tasked with launching the shoemaker’s first global multimedia marketing campaign for the men’s line, featuring new spokesman NFL superstar Tom Brady of the New England Patriots. The collaboration between the three-time Super Bowl champion and the brand will include casual footwear as well as select outerwear and accessories. The new creative is expected to launch with the Fall 2011 collection.
“UGG® Australia is an iconic brand and we are thrilled to have the opportunity to launch this new campaign” Said Huw Griffith, CEO North America. “Our commitment to quality, and our rich history – we actually began with a men’s line in California popular among the surf set – really came through in the agency’s efforts,” said UGG® President Constance Rishwain.
The media campaign will be designed to reach the appropriate male target. “UGG Australia has been perceived as a women’s brand for so long. We’re excited to apply creative solutions to the media mix that will create a shift in perception for the brand. This evolution can only be achieved through creative and media strategy working hand-in-hand,” said Hank Cohen, Chief Executive Officer, KSL Media.
Since 1978 when an Australian named Brian Smith first brought the high-quality sheepskin boots worn by surfers to the United States, UGG® Australia has expanded its product offerings to include a full range of men's cold weather boots, slippers and casual shoes, as well as outerwear and men's accessories. In recent years, the brand history has been eclipsed by the phenomenal success of its women's business.
About UGG® Australia
The UGG® Australia story began in 1978, when Brian Smith, a young surfer from Australia, took a trip to the United States with a bag full of sheepskin boots. After finding a new home amongst California surfers, the UGG® Australia brand began to take shape. The UGG® Australia product platform is directed toward consumers who value luxury, comfort and the highest quality footwear available. Deckers Outdoor Corporation acquired UGG® Australia in 1995. For more information, go to http://www.uggaustralia.com.
About M&C Saatchi Los Angeles:
M&C Saatchi is the world's largest independent agency, with 25 offices in 18 countries. The network employs more than 800 people who service over 200 clients, spanning advertising, media buying, digital marketing, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was "the fastest growing agency in advertising history" by Adweek. The agency has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, San Diego Zoo, New Mexico Tourism Department, PETCO, British Airways and the California Department of Public Health. For more info, please see www.mcsaatchi.com.
About KSL Media:
KSL Media, founded in 1981, is one of the largest and fastest growing independent media services companies in America with annual billings of $625 million+. They specialize in helping entrepreneurial companies acquire and retain their best customers. KSL works with clients across numerous categories including Bacardi, Toshiba, Publisher’s Clearing House, ConocoPhillips, Mercury Insurance, Anna’s Linens, Curacao Tourism Board, United Way of Greater Los Angeles, and Sizzler. They have offices in New York, Los Angeles and Las Vegas. For more information, visit www.kslmedia.com.