Males’s grooming model Duke Cannon has chosen High quality Meats as its artistic company of document (AOR), it completely instructed ADWEEK.
The company will collaborate with the model’s inside staff to develop campaigns that can “present a contemporary new tackle males’s grooming,” in line with an announcement.
Duke Cannon declined to reveal the dimensions of its account in billings, however COMvergence estimates its media spend for 12 months at $16 million.
A serendipitous overview
Previous to hiring High quality Meats, Duke Cannon “by no means actually labored with a conventional advert company,” mentioned chief advertising officer (CMO) Oliver Pérez, as an alternative counting on its in-house artistic staff.
However Gordy Sang, High quality Meats co-founder and co-chief artistic officer, reached out to Pérez in August after taking a liking to its cleaning soap and packaging.
“I hit up Oliver randomly on LinkedIn simply dropping him a word about my use case and mentioned, ‘Hey, should you’re ever out there for advertising, I’d like to have a chat,’” he mentioned.
The timing of Sang’s message was serendipitous. Because it prepares to launch new packaging, Duke Cannon was seeking to rent an company to assist it provide you with “larger, breakthrough concepts,” mentioned Pérez.
The aggressive overview solely concerned one different company and started shortly after the 2 related.
Pérez mentioned the transient was deliberately broad as he was curious how every company interpreted Duke Cannon’s model.
“We had been drawn to High quality Meats’ spectacular stage of strategic considering, collaborative working model, and imaginative and prescient for the model that actually celebrates the DNA of Duke Cannon – grit and exhausting work,” he mentioned.
Based in 2011, Duke Cannon was born as a direct-to-consumer enterprise, ultimately touchdown on cabinets in shops like Carhartt, Ace {Hardware}, Goal, Walmart, H.E.B., and extra.
