The agency has been tasked with an initial phase of research, using quantitative insight and dynamic social data, to understand the global jeans wearer of today: not only what they wear but their attitudes, attributes and passions.
From this initial analysis, BUREAU will devise a brand strategy to work across all of Lee Cooper’s global markets.
BUREAU Creative Director Pete Hellicar and BUREAU Founder and Strategic Director, Jeff Boardman will lead the team. Jeff Boardman said: “Jeans are one of the most ubiquitous items of clothing in the modern world and Lee Cooper’s century-long history places them at the centre of this rich story. We’re really excited to be working with the team at Lee Cooper on a new strategy that will speak to wearers of the original British denim brand all over the world.”
Lorna Milliken, Marketing Director at Lee Cooper said: “We believe that BUREAU’s insight, analytical processes and creative capabilities, together with their knowledge of creating connections between brands and culture, make them the ideal agency to work with us as we embark on a new phase for the Lee Cooper brand worldwide.”
Jeff Boardman has previously devised campaigns for leading brands such as Diesel, Reebok, Ben Sherman and Converse. Pete Hellicar has previously been Creative Director for Etnies global and worked on campaigns for Reebok, Nike and Channel 4.