Scarecrow bags Skechers' creative and digital biz

The first leg of the campaign comprising a film and digital activation is already underway.

Skechers, an American lifestyle and performance footwear company, has assigned its creative duties to Scarecrow Communications. The first leg of the campaign, comprising a film and digital activation, is already underway. The account was won following a multi-agency pitch in July.

Speaking about the win, Joybrato Dutta, creative director, Scarecrow Communications, says, "Skechers is an aspirational brand. The product is fantastic and the category is something my team and I would love to work on. Work has already begun and they are launching quite a few cool products. I am sure together we can create some memorable campaigns and take the brand to new heights."

Raghu Bhat, founder-director, Scarecrow Communications, adds, "I was always intrigued by how Skechers overtook Adidas and became the No. 2 brand in America. I got part of the answer by trying out the shoes - they are the most comfortable sneakers ever. Also, they 'understood' a basic truth - millennials want to dress up like they work out, even if they don't. I'm really looking forward to co-creating the India journey of a brand that knows its consumers so well."

According to the press release shared by the agency, Skechers, founded in 1992 and headquartered in California, is the second largest athletic footwear brand in the United States. It's available in 160 countries and retails through more than 1,700 stores worldwide.

Soumen Das, sr. manager - marketing, Skechers, says, "We are very thrilled to partner with Scarecrow Communications as our creative agency. The work done by them in the industry has been very promising, effective and innovative which gets an ever-expanding brand like ours super-excited. We believe their advertising knowledge will be of great advantage and we look forward to doing some incredible work with them."