Workwear Group’s KingGee brand as appointed full service agency DPR&Co for a repositioning project as it approaches the centenary of its founding (est.1926).
Four agencies pitched for the review.
“KingGee has steadily evolved with the changing needs of the work environment,” said Workwear Group’s Australian head of marketing, Jayne Willmott.
“We are a technology leader in industrial workwear, pushing the boundaries of garment development. But we needed to challenge ourselves to also ensure we’re communicating effectively to an increasingly discerning generation of new customers entering the trade workspace, including a growing number of women.”
“Our marketing, merchandising, sales and management teams were all involved in the pitch to ensure everyone was onboard with our decision about our agency partner. We were impressed by the experience and quality of the DPR&Co team.
“The way DPR&Co articulated its integrated research methodology, and ‘New Truth’ creative process gave us the confidence to move forward with them.”
DPR&Co co-founder and ECD Richard Ralphsmith said the chemistry of KingGee and DPR&Co teams was evident from initial meetings and that the agency is honoured to help plan the evolution of this iconic Australian brand.
“DPR&Co works extensively in the manufacturing, engineering and automotive sectors. We also have an extensive track record of successful vocational education campaigns,” he said.
“We understand the trades target audience and love this kind of work. We’re looking forward to uncovering deeper ways to connect with Australia’s trade-based industries and end-users.”
Qualitative and quantitative research is now underway with the repositioned brand expected to be shared in Q3 of this calendar year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.