Industry: Ad Agency Deathwatch VI: Stake in the Business

Haggar Clothing Makes Crispin Porter an Equity Partner

Miami Shop Gets Minority Stake; CEO Hails Agency-Client 'Convergence Model'

The Haggar Clothing Co., a department-store pants supplier bent on becoming a lifestyle brand, has hired Crispin Porter & Bogusky, Miami, in what it describes as an "unconventional partnership" that includes Crispin taking a minority equity position in the newly private Haggar.

Crispin CEO Jeff Hicks described the relationship as an "agency-client convergence model" that "eliminates the noise which can exist between clients and agencies."

"As an agency, our model is not really one that works well with one-off projects," he said. "Our best results have come when we have empowered products to market themselves beyond paid media."

get morehere


via Ad Age