Following a review, Zimmerman Advertising was named online and traditional media planning and buying agency of record for Los-Angeles-based Lucky Brand, a manufacturer of men and women's denim,
fashion and accessories. In addition to media planning and buying duties, Zimmerman's zSocial unit will handle Lucky Brand's social media activation. A brand relaunch showcasing Lucky Brand's mix of
"music, motorcycles, vintage and California" is slated to launch in the fall. "As Lucky Brand evolves toward a more modern and versatile lifestyle vision, we're beyond thrilled to be working with
Zimmerman," said Michael Griffin, Lucky Brand's executive vice president and product director. "Ultimately, it's all about creating a multimedia conversation that's as powerful and direct as it is
relevant and timely." Jordan Zimmerman, founder and chairman of Zimmerman Advertising, added: "Lucky Brand is going to be a very special brand for us and we expect this to be a great partnership.
Omni-channel retail is what we do and we are fortunate to have the opportunity to do it with Lucky." Lucky Brand spent $1 million on measured media in the first quarter of 2014, a significant increase
from the brand's entire media spend in 2013 of $338,000, according to Kantar Media.