Coach Continues to Transform Itself, Now with a New Ad Agency

Coach, is continuing its most recent theme of change with its latest move; they are switching creative agencies from Laird + Partners to Baron & Baron.

Although this announcement may not seem as if it's that monumental, it is when we begin looking at how events have unfolded within Coach since the new team of its chief executive officer, Victor Luis, and executive creative director, Stuart Vevers, have taken over.

Let's first look at some recent information, as WWD reported, in regards to what may have spurred this latest move.

Vevers made his first collection for Coach in February and leveraged Baron & Baron for the company's fall campaign. Before this, the brand's prior three campaigns were done by Laird + Partners.

As WWD pointed out, Vevers' predecessor, Reed Krakoff, had brokered the deal with Laird + Partners before he left Coach, after 16 years, last year to work on his namesake label. Hence, maybe this switch of agencies is as simple as it seems- all a part of garnering fresh eyes for the transformation of Coach.

Also, in regards to change, late last month it was also announced that Jason Weisenfeld, who worked at Coach for four years, is set to exit the brand May 16.

"It's been nine amazing years of working with Coach - five as an outside consultant and four in-house," Weisenfeld commented to WWD. "I will continue to serve as a consultant to the Coach Foundation and am excited about several new projects as well as enjoying the summer. Coach's next chapter is fully in swing with Stuart [Vevers'] first collection launching this fall, which I know will be a tremendous success"

In another move towards Coach's goal of redefining itself, just last month, Vevers spoke in regards to the announcement of the brand's decision to redesign its retail space.

"As soon as you start working on the collection, you start thinking about the environment it's going to be in," he commented. "Linking those becomes super important. It's really important to have an environment that works with the collection, supports it and to have somewhere that tells the new story."

It certainly does seem that Vevers and the Coach brand is working on telling that new story.