W.L. Gore & Associates, manufacturer of the Gore-Tex and Windstopper brands, has named Warschawski its global AOR without conducting a formal review.
BALTIMORE: W.L. Gore & Associates, manufacturer of the Gore-Tex and Windstopper brands, has named Warschawski its global AOR without conducting a formal review.
Amy Christopher, president of Warschawski, said the agency will handle PR and marketing activities for the Gore-Tex and Windstopper brands. More specifically, Christopher says the agency will develop branding campaign designed to build brand insistence for the two brands at every touch point—licensees, retailers, and consumers.
“What we’re being asked to work on is to find the emotional connection [consumers, licensees, and retailers] have to the brand and its products,” Christopher said. “We will then work to turn that into a branding campaign that will help create third party credibility and marketing campaigns that will generate press for them as well.”
Christopher said the agency is currently in the information gathering phase and in the process of putting together a strategic plan.
“Right now we are doing a lot of data gathering on what existing programs they have in place as well as getting an understanding of how their business works,” Christopher said.“
Warschawski is the global AOR, but Christopher said at this point most of the work will focus on North America. “But a lot of our work is being informed by their global strategy,” she said.
Christopher said she expects work to begin rolling in the next few months as the fall season approaches.
Christopher said this is an ongoing contract. Financials arrangements of the contract were not disclosed.