GREENSBORO, SC: VF Corp., the world's largest apparel manufacturer, has named French/ West/Vaughan (FWV) its PR agency of record.
The Raleigh, NC-based firm will replace Ruder Finn, which will continue its work for VF brand The North Face. The new role expands upon FWV's long-standing relationship with Wrangler jeans, the company's largest brand.
A VF executive said the decision to change its AOR was made after an annual review and was spurred by FWV's growth in recent years.
"Until this year, they were still building the capability to do what we need to do," said Cindy Knoebel, VP, financial and corporate communications. "We're impressed by their business and their clients." said Rick French, FWV president and CEO, who added that he wanted to build on VF's leadership position within the apparel industry.
Last week, FWV, whose clients include Ford Motor Co., Cardinal Health, and Brown-Forman, announced it was opening the doors to a New York office, it's first since FWV left the city in the wake of the September 11, 2001 terrorist attacks. FWV also said its looking to purchase a small New York-based PR agency.
VF is now one of FWV's two largest pieces of business, along with ConAgra Foods.