After a competitive pitch, Cohn & Wolfe has been named North America PR agency of record by the iconic 160-year-old underwear maker, Fruit of the Loom.
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The brand is known for not taking itself too seriously and its tongue-in-cheek commercials as well as affordable products ranging from boxer briefs to bras and sleepwear to socks.
“We were impressed with the Cohn & Wolfe team and their spot-on consumer insights, uniquely creative ideas and enthusiasm for our brand,” said Bryse Yonts, manager of brand communications, Fruit of the Loom.
The account will be handled out of the C&W’s Austin office, and will work with ad agency Crispin Porter + Bogusky.
“We’re excited to drive innovation in communications, fueled by new media and technology, to truly immerse the brand in consumers’ lives,” said Brooke Hovey, chief client officer, Cohn & Wolfe.
Ketchum was the incumbent.
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