Lee Jeans announced it has selected Callahan as its new creative partner for Lee.com. Callahan, a brand strategy and digital marketing agency, was chosen following a comprehensive agency review.
Lee is part of the VF Corporation, one of the world’s largest apparel, footwear and accessory companies. E-commerce is its fastest growing direct-to-consumer channel, and the company is committed to enhancing initiatives to deliver a consistently superior consumer experience. As agency of record for Lee.com, Callahan will lead the development and execution for all Lee.com campaigns, including website, email and social media.
Angela Browning-Fickess, Lee.com senior e-commerce manager, said Callahan differentiated itself from other agenciesthroughout the review by leveraging its strong digital expertise, particularily with email and social media, as well as its willingness to think creatively about how to best structure the agency team to ensure success.
“As we focus more and more of our organizational efforts on e-commerce, it’s essential we have a partner that has demonstrated expertise and creative excellence for making brand strategy work hard in the 1:1 space,” said Browning-Fickess. “To do that, Callahan separated itself from other agencies with both proven digital expertise and a non-traditional structure that allows us to be creative, flexible and focused on meeting ever-evolving consumer demands.”
Callahan CEO Chris Marshall says that the partnership with Lee.com demonstrates the agency’s digital expertise and its openness to think differently about non-traditional client-agency relationships.
“We are very excited to partner with Lee.com. Lee is a well-established brand, consistently evolving to stay relevant with both fashion and consumer trends,” said Marshall. “We know how to engage the consumer in the digital channel, and believe our dedicated agency-team approach allows us to be 100% focused on Lee.com so we can move at the speed of digital, which the consumer and business demands. It’s going to be fun.”
Lee’s history goes back to 1889 when its founder Henry David Lee established the H.D. Lee Mercantile Company. In 1912, he opened a factory to sew overalls and jackets, and Lee has continued to revolutionize the denim category since then. Recently, they launched Lee National Denim Day in 1996 to take steps to help eliminate breast cancer by having participating companies gather donations from their co-workers to “go casual” for the cause. For more information, visit Lee.com.
About VF Corporation
VF Corporation is one of the world’s largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. The company sets ambitious growth targets for the direct-to-consumer platform through its retail, outlet and e-commerce stores as the company aims to achieve $4.4 billion in revenue through this platform by 2017. E-commerce is its fastest growing direct-to-consumer channel. The company continues to expand its e-commerce initiatives by rolling out additional brand sites in Europe and Asia, and enhancing each brand’s site to deliver a consistently superior consumer experience. Recently, the company announced that it has entered into a definitive agreement to sell the Nautica® brand business to Authentic Brands Group (ABG), LLC.
Callahan is a brand strategy and digital marketing agency. Founded in 1982, the company is headquartered in historic downtown Lawrence, Kansas, with satellite offices in Plano, Texas and Rancho Dominguez, California. Clients include Cicis Pizza, Eli Lilly’s Elanco Animal Health, Sprint, Toyota Motor North America, Central Garden and Pet, MGP and Westar Energy.