Denim icon Lee picks VMLY&R as lead creative agency

Lifestyle apparel company Lee has appointed VMLY&R as its lead creative agency to strengthen its brand positioning by building on its image as a denim icon. According to a press release, the appointment "reflects Lee's commitment to accelerate its global growth", and focus on connecting with its consumers through new and innovative brand experiences. Marketing has reached out to VMLY&R for additional information.

Chris Waldeck, executive vice president and global brand president of Lee, said the brand is looking to energise creative excellence with VMLY&R and strengthen its relationships with customers in "new and exciting ways". Waldeck added that the brand has the "opportunity and responsibility" to innovate the way it engages with consumers around the world, and not only its products. 

“Denim, like very few other articles of clothing, tells a real and engaging story through the wear, wash and personalisation of the owner. This story only gets deeper, more beautiful and interesting with age. Together with VMLY&R, we will lean into our rich heritage to inspire the next chapter of our brand’s storied legacy," Betty Madden, vice president, global design, Lee, added.

Michelle Derderian, executive director, VMLY&R, said both the brand and agency are like-minded, driven partners. She also said that the agency is thrilled to work with Lee to strengthen its global brand presence because of its legacy and ambition to innovate for new generations.

Closer to home, VMLY&R Malaysia appointed Raymond Ng as ECD last month. Ng is responsible for enhancing the agency’s creative service offering and leading VMLY&R Malaysia’s creative team to create connected brands that drive value for clients. He reports to VMLY&R Malaysia managing director Eric Ho and VMLY&R Asia chief creative officer, Valerie Madon. VMLY&R also had global appointments in the past year including Madon as Asia chief creative officer, Din Sumedi as chief creative officer of VMLY&R Indonesia, and also Gary Teo as managing director of experiences and technology.

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