Dickies taps Zeno Group as AOR

FORT WORTH, TX: Work apparel manufacturer Williamson-Dickie has selected Zeno Group as AOR for its Dickies brand after an RFP.

FORT WORTH, TX: Work apparel manufacturer Williamson-Dickie has selected Zeno Group as AOR for its Dickies brand after an RFP.

Zeno Group's sister agency Edelman was Dickies' AOR for the last seven years, said Matthew McCartin, VP of marketing at Williamson-Dickie. He added that eight agencies were involved in the review process, but declined to identify the participating firms.

The company chose Zeno because the agency's “insight into the retail space was very compelling,” said McCartin. He added that the privately held company also connected with Zeno on a “cultural level.”

As AOR, Zeno will focus on driving “purchase intent” and differentiating the Dickies brand from competitors, McCartin said.

“In a very cluttered environment, we have to tell people why they should buy us,” he explained.

A team of six staffers in Zeno's Chicago, Dallas, and New York offices will work on the account. McCartin said the firm will potentially handle work for some of the company's other brands, like Workrite and Kodiak, as well.

He added that Dickies has “strong brand awareness,” but consumers don't know why they should purchase its products over other brands.

“Traditionally, PR is all about impressions,” McCartin said, “and what I want from Zeno is impressions, but at the same time I want them thinking at the retail level and how to activate retail.”

Zeno will work closely with Dickies' digital staff on social media initiatives, such as connecting with bloggers and targeting brand ambassadors. The agency will also collaborate with the company's recently selected advertising AOR, Creature, on various initiatives.

The firm will also help Dickies get “a better understanding of who the Dickies woman is,” and figure out a strategy to target a range of demographics, said McCartin.

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