Jockey Intl. selects Cone as AOR after 'detailed process'

KENOSHA, WI: Jockey International, best known as an underwear brand, has selected Omnicom's Cone as its agency of record.

KENOSHA, WI: Jockey International, best known as an underwear brand, has selected Omnicom's Cone as its agency of record.

Cone won the business following a competitive pitch that Bill Fleishman - EVP and head of Cone's consumer practice - described as a "detailed process."

Few details were available about the review, but Fleishman explained that Jockey's ultimate decision had to do with Cone's expertise in lifestyle brands and its "ability to fit in with them culturally."

Cone, which specializes in consumer marketing and lifestyle brands, will be responsible for all of Jockey's external communications to consumers.

Jockey will be joining an agency client list that includes Timberland, Rockport, and Rollerblade.

"We're helping to take them [away] from a product focus," Fleishman said. "Their brand has long been synonymous with the men's classic brief. What we're attempting to do is position them as more of a comfort lifestyle brand. We think that they have a brand that is elastic and can extend to a much higher plane."

In addition to men's underwear, Jockey offers a varied product line that extends to clothing for men, women, and children. The company, which was founded in 1876, remains privately held.

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