Global Apparel Marketer Wolverine Taps Havas Media Group

Apparel and footwear marketer Wolverine Worldwide has tapped Havas Media Group as its global media agency following a four-month competitive review.

The account, which focused on the U.S., EMEA and Canada, includes such iconic brands as Merrell, Saucony, Sperry, Wolverine, Keds and others.

Wolverine previously worked with multiple media agencies across its 13 brands. It's largest, Merrell, was handled by iProspect.

"Havas Media Group demonstrated an ability to balance the strategic needs of each of our brands with the technical needs of our portfolio marketing system," Wolverine Worldwide Vice President of Consumer Marketing and eCommerce Ben Aronson said in a statement announcing the appointment.

As Wolverine's media buying agency of record, HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s data and decision sciences practices, including budget optimization, media mix, and forecasts.

The first work from HMG will debut in the next few weeks.



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