Jockey International announced TPN as its U.S. agency of record for integrated marketing communications. Jockey began an agency search in late April as it sought to find an agency partner to bring its brand to a new generation of consumers. TPN will partner with Jockey to develop fully integrated marketing plans and campaigns via brand strategy, advertising, digital, social media, retail marketing and promotion that specifically focuses on building brand relevance among a broader target of consumers and shoppers.
Grey Worldwide New York, which first launched a campaign in 1998 dubbed “Let ’em know you’re Jockey,” won the account in 1997 and has kept it until now. The split with Grey was over what they both described as creative differences. Billings were estimated at $5 million. When Grey won the account in 1997, billings were estimated at $10 million to $15 million.
“Jockey is pleased to find an excellent partner in TPN,” said Dustin Cohn, senior vice president and chief marketing officer for Jockey International. “We were looking for an agency with strong strategic and creative talent, and we believe TPN will demonstrate these skills, as well as its ability to be collaborative, efficient and accountable.”
According to Cohn, “TPN’s approach from a retail-out and shopper’s vantage point affords them the ability to help us develop new strategies to achieve our growth and brand objectives.”
“TPN is proud to partner with such a strong heritage brand like Jockey, a pioneer that continues to bring innovation to its category,” said TPN’s CEO, Sharon Love.