Workwear Group appoints full-service agency DPR&Co to partner in a milestone repositioning of KingGee.

Workwear Group has contracted with DPR&Co to help position iconic Australian brand, KingGee, for another century of market leadership.

Australian Head of Marketing, Jayne Willmott says that brands don’t last 100 years without a lot of stewardship, and that there was a strategic imperative for KingGee to continue to evolve; not only to keep pace with today’s customers, but to be the workwear brand of choice for the next 100 years.

“Our marketing, merchandising, sales and management teams were all involved in the pitch to ensure everyone was on board with our decision about our agency partner. We were impressed by the experience and quality of the DPR&Co team,” said Wilmott.

“The way DPR&Co articulated its integrated research methodology, and ‘New Truth’ strategic creative process gave us the confidence to move forward with them.”

Qualitative and quantitative research is now underway with the repositioned brand expected to be shared in Q3 of this calendar year.

See our win reported in B&T, Adnews, Mumbrella and Campaign brief: (with links as follows):





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