It's a product idea. It's fashion design. It's not advertising, but the agency is getting credit.
It's not unusual that agencies contribute to product ideas. What's unusual is that the agency gets credit in client press releases.
In today's Adweek article, "Fruit of the Loom redefines business casual...", Crispin, Porter + Bogusky are credited as equal partners with the brand for the creation of this "very special line of high-end attire", the Professionals Collection.
It would be enough if this was just a magnanimous gesture from the client, because how often do you see clients share the spotlight with agencies for product ideas or anything beyond advertising? But equal billing in the press release along with a quote from ACD Brett Dixon (not the CCO) speaks volumes.
And so it's not overlooked, "the brand" (that's who is quoted) is to be applauded here. Most agencies do a great job of providing a steady stream of ideas that push beyond their advertising scope of work. We're not looking for fanfare; that's what we do. It's the client that went above and beyond by sharing the stage with its agency. And yes, it looks like a great idea.
Every agency claims to be a true partner to its clients. Some have proof they got there.