Lucky Brands' Michael Griffin on Trying to Be Known for More Than Denim
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Los Angeles-based retailer Lucky Brand Jeans has named Omnicom’s Zimmerman to aid its effort to become a multi-billion-dollar brand known for more than denim.
The agency selection comes more than six months after private equity firm Leonard Green & Partners bought the mid-priced apparel brand from Fifth & Pacific Companies for about $225 million. Lucky has since moved marketing under the remit of Exec VP-Product Director Michael Griffin, an attempt to better align its promotional materials and the creative aspect of its product, according to Mr. Griffin.
The next step is to move to digital advocacy and less print advertising with the help of its in-house creative team and Zimmerman, which it hired to support digital advertising, social media and PR.
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