fashion-memopad
fashion-memopad

Coach Inc. Changes Ad Agencies

The company has parted ways with its creative agency Laird + Partners, hiring Baron & Baron instead.

COACH CHANGES AD AGENCIES: Coach Inc. has taken the next step of its evolution to its advertising campaigns. WWD has learned that the accessories-centric company has parted ways with its creative agency Laird + Partners, hiring Baron & Baron instead. The switch was confirmed by Coach, which declined to comment further. The change in agencies is part of a larger transformation at Coach under the new team of chief executive officer Victor Luis and executive creative director Stuart Vevers.

Vevers, whose first collection for Coach made its debut in February, tapped Fabien Baron’s firm for the brand’s fall campaign, according to sources with knowledge of the situation. Prior to that, Trey Laird’s agency had handled Coach’s last three campaigns. Vevers’ predecessor, Reed Krakoff, had brokered the deal with Laird before departing Coach to work on his namesake label last year. Prior to Laird, Coach was doing all its creative work in-house.

Laird declined to comment.

In terms of dollars, it’s estimated that the cost of a campaign ranges from $500,000 to $1 million, of which the return on investment is in the ballpark of 10 percent for the creative agency. In plain speak, Laird most likely lost between $50,000 to $100,000 on the fall campaign, which isn’t earth-shattering — and Laird has plenty of other clients, including Gap, Target, Diane von Furstenberg and the Council of Fashion Designers of America.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false