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DPR&Co to take on repositioning project for KingGee

Workwear Group has appointed full-service agency DPR&Co to take on a major repositioning project for KingGee, as the brand approaches its centenary anniversary.

The account was won in a competitive pitch between four agencies, as KingGee seeks to continue its evolution for a new generation of customers.

“We are a technology leader in industrial workwear, pushing the boundaries of garment development,” said WorkWear Group’s Australian head of marketing, Jayne Willmott. “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,” said Wilmott.

“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 will work alongside KingGee’s media agency of record, This Is Flow.

DPR&Co co-founder and executive creative director, Richard Ralphsmith, said the synergy between the 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.”

Research for the project is already underway, with the repositioned brand expected to be revealed in Q3.

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