Flock Helps Gore to Appoint New Global Media Partner Re-invent GORE-TEX® Brand Communications


Earlier this year, W.L. Gore & Associates embarked on a search for a new global media agency solution. Better known as the company that created the modern performance apparel GORE-TEX® fabrics, Gore took the decision to review the global agency ecosystem of its fabrics division. The goal to develop a rejuvenated brand strategy that reflects the changing ways consumers are interacting with the brand.

As of this week, an in-depth pitch process has culminated in Gore appointing Dentsu Aegis Network as its new global media agency partner. The media giant will be working closely with the recently appointed WPP global creative partner AKQA.

Marketing transformation consultancy, Flock Associates, referenced as the consulting partner, was the designer and facilitator of both the creative and media pitch process. Dissatisfied with “typical pitch” processes, Flock engineered a chemistry and capabilities-oriented process, together with the client. The focus was on procuring an agency partner with world class digital and data capabilities, as well as the ability to integrate digital-first ideas with traditional channels. The most important element was to have an agency that understood Gore’s DNA.

Simon Francis, CEO of Flock Associates, said: “Gore are an incredible company with incredible brands with innovation at the heart of both. We are proud to have created an innovative agency solution for them, that will keep their marketing ahead of the pack for years to come.”

“GORE-TEX is built on the relentless pursuit of innovation, this is a pursuit we share and are dedicated to at the Dentsu Aegis Network, which is why we are committed to a 100% digital economy business by 2020,” stated Luba Tolkachyov, COO at Gravity. “In line with GORE-TEX and its consumers, we collectively believe that innovation and passion are the drivers of success, which is why we are thrilled to partner with GORE-TEX as their Global Media Agency.”

Sascha Welters, for the Gore Fabrics Division, said: “We are happy to extend our relationship with DAN into a Global partnership that will help us to transform Gore´s standard of innovation and excellence to the world of channel planning and media buying. Flock has been a great help by creating a process that allowed us to identify the right partner for the complex task of handling a Global Ingredient brand.”

About Flock Associates

Flock Associates is the world’s first and leading marketing transformation consultancy. Flock works with clients to improve efficiency and ROI across agency ecosystems, marketing procurement, capability and culture building, strategic frameworks and operational models.

It serves clients such as; McDonald’s, Mondelez, Johnson & Johnson, Kellogg’s, Toyota & Lexus, Dixons Carphone, EY, CNBC, Campbells, Ebay, Tesco and Britvic.

Flock works globally and is based in London and New York with twenty-six employees.

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