Carhartt Selects Team Detroit for Fall Branding Assignment

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Apr 28, 2010, 09:23 ET

DEARBORN, Mich., April 28 /PRNewswire/ -- Carhartt has selected Team Detroit for an integrated brand campaign, set to launch in September. Team Detroit will be responsible for creative, media and digital for the new campaign geared to relaunch the company nationally to consumers.

"Carhartt is poised for growth and is looking to expand its current product offering outside of active work wear," said Mark Valade, CEO of Carhartt. "We needed to find a partner for this campaign who not only had the creative chops necessary to break through, we also needed them to have a sound strategic point of view to properly measure the success of our campaign," said Valade.

"Large or small, our clients are seeing the benefits of working with Team Detroit," said Brad Audet, executive vice president and managing director of Team Detroit. "We're delighted to work on a project for a brand as iconic as Carhartt," said Audet.

The new campaign will continue to focus on Carhartt's core 18-to-54-year-old blue collar audience, and will work to capture more of their "share of closet". While the work will continue to reinforce that Carhartt is a dependable, rugged and gutsy brand, it will also push the creative boundaries in ways that Carhartt never has before.

"We are thrilled at the opportunity to work with such a strong and authentic brand," said Greg Braun, executive creative director of Team Detroit. "Carhartt has challenged us to create a campaign that transcends the work environment, and moves into a more lifestyle-focused area," said Braun. "It's an interesting problem for us to solve creatively, and we're excited to help the brand evolve beyond its current state, and do something unexpected," he said.

The multimillion-dollar national advertising campaign will launch in September 2010, and will be supported through broadcast, online and print media elements.

About Carhartt

Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with more than 3,500 employees worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt. For more information, visit www.carhartt.com.

About Team Detroit

Team Detroit, headquartered in Dearborn, Mich., brings together five of WPP's largest marketing and communications agencies in one central location to provide its clients access to best practices and talent for all necessary marketing and communications services. Team Detroit is the 21st century equivalent of the full-service agency, acting as a portal to provide a single point of contact and accountability.

Team Detroit's client roster includes Bell Helicopter, Bosch, Compuware, Detroit Symphony Orchestra, Ford Motor Company, Oakwood Healthcare Systems, Scotts Miracle-Gro, Shell and Warrior Sports. For more information, visit www.teamdetroit.com.

SOURCE Carhartt