Crockett emphasized that DSW sought a partner who could enhance their distinct position in the market, stating, "The crux of the opportunity [was finding] a partner to help us sharpen our points of differentiation." With Crispin, DSW aims to refine its brand strategy and visual identity to resonate with contemporary consumers, ensuring that their marketing efforts are cohesive and impactful.
Maggie Malek, CEO of Crispin, noted the collaborative nature of the pitch process, saying, "The pitch process was challenging but enjoyable because of Crockett and her team's openness to new ideas." She highlighted Crispin's understanding of DSW's needs and their ability to infuse cultures into brand work, ultimately making the partnership a strategic match.
CMO Sarah Crockett mentioned the agency selection criteria, emphasizing, "You want to get to know the players; you're ultimately buying the team, you're not necessarily buying the pitch." This philosophy underlines DSW's commitment to fostering a creative partnership that goes beyond traditional agency-client relationships.
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