• by Fern Siegel , November 22, 2024

FMV (French/West/Vaughan) and Baker & Bonner Creative Emporium have formed a strategic alliance to market Western lifestyle brands.

The two agencies' clients, current and former, include Wrangler, Pendleton Whisky, the Professional Rodeo Cowboys Association, RAM Trucks, Justin Boots and Taylor Sheridan’s Four Sixes Ranch.

The partnership has established a digital outpost at WaysoftheWest.com.

FWV President David Gwyn said: “There is no substitute for the credibility and consumer understanding acquired over 30 years of immersion in the culture of the American West. And with the added horsepower of Baker & Bonner, we’ve taken it to the next level.”

During their 24-year partnership, Baker & Bonner co-founder-chief creative officer Rob Baker and co-founder Jimmy Bonner have developed campaigns for Spalding, PGA Tour Superstore, Jeep, Home Depot and Pegasus Bank.

FWV will introduce the new alliance at its hospitality suite for media, brands and influencers at Resorts World in Las Vegas during the Wrangler National Finals Rodeo, Dec. 5-14.

FWV is headquartered in Raleigh, N.C. with offices in New York, Tampa, Detroit and Los Angeles. Baker & Bonner is based in Dallas.

“Our connection with FWV gives us an even bigger foothold to work with brands that want to operate memorably in the Western landscape,” added Baker.