Tecovas is appointing Greatest Common Factory as the cowboy boot maker's marketing AOR following a formal review. The remit calls for a complete overhaul of the brand message from advertising and website to brochures and PR.
Three years ago Tecovas launched as a direct-to-consumer brand by highlighting its quality boots at reasonable prices. Now, as the brand has expanded its product line to add more boot styles along with clothing and accessories in Western styles, Tecovas seeks to reposition itself by embracing "an independent streak and cowboy spirit," says John Trahar, co-founder/creative lead, Greatest Common Factory. "Tecovas is about far more than price, it’s about honesty, comfort and self-expression."