Cramer-Krasselt wins Crocs business, plans campaign for Q1 2010

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Footwear manufacturer Crocs has selected interactive agency Cramer-Krasselt as its global agency of record. The brand will launch a campaign, aided by the agency, early next year.

C-K's Chicago office will handle brand strategy, creative, interactive, online, media planning and buying, as well as PR. The two companies are collaborating on an integrated campaign, which is slated to launch in the first quarter of next year, said Peter Krivkovich, president and CEO of C-K.

Krivkovich would not give any details about the effort, but he did say that it will be an integrated initiative that likely will include mobile and social media. Its goal will be to introduce Crocs customers to the company's expanding product line and to educate them that it goes beyond its trademark sandal. Crocs are best known for their distinctive sandals.

“The idea is about extending the knowledge base about what makes these shoes so great and also extending the appreciation base of how many other shoes they have,” added Krivkovich.

This push will be about both customer acquisition and retention, said Krivkovich.

“It is about giving existing customers other reasons for expanding their Crocs ownership, and also about educating new people who really don't know much about Crocs, as well,” he said.

C-K's hire, effective November 16, followed a three-month review. Fellow Chicago-based agencies TimeZoneOne and Publicis Groupe's Leo Burnett reportedly also pitched for the business.

A Crocs spokesperson did not respond to repeated calls seeking comment.


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