• by Larissa Faw , November 2, 2017

W. L. Gore and Associates has tapped AKQA, a WPP agency, for branding and advertising assignments for its patented Gore-Tex product across both b2b and b2c channels worldwide.

AKQA will align Gore-Tex "more closely with the culture of innovation" via traditional advertising campaigns as well as develop new ways to collaborate with apparel brand partners and retailers. The waterproof product is imbedded in everything from jackets to boots.

Over the last year, Gore undertook an extensive brand review of its fabrics division, with the goal of developing a rejuvenated brand strategy and related communications direction. That review resulted in the plan for a new agency model with a new global partner. 

Dissatisfied with “typical creative pitch” processes, Gore instead engineered a chemistry and capabilities-oriented process with help consultancy Flock Associates that focused on finding an agency partner with digital and data capabilities as well as integrate digital-first ideas with traditional channels and experiences.

Their first collaboration will debut early next year.