CPB Experience Significant Client Losses: Hotels.com and Fruit of the Loom Now Missing from Portfolio
In a surprising turn of events, Fruit of the Loom, the iconic American clothing brand, has announced that it will no longer be working with CPB, a renowned advertising agency. The decision comes after a comprehensive account review process.
Karen Kendrick, Vice President of Brand Communications and Creative Services for Fruit of the Loom, expressed her gratitude towards CPB for their partnership over the past nine years, acknowledging the collaborative efforts that have resulted in an impressive body of work. However, she also noted that the account review process led to the decision to end the partnership.
CPB, a storied agency that has worked with some of the world's most recognised brands, has been experiencing a series of losses recently. The agency lost its coveted Dominos account in 2020, and more recently, key clients such as Hotels.com and now Fruit of the Loom. This has left the agency facing an uncertain future.
The finalists for Fruit of the Loom's account do not include CPB, indicating a shift in strategic direction for the clothing brand. As a result, the task that was previously handled by CPB will now be taken over by Gildan Activewear.
CPB's leadership has seen a rotation in recent years, and the agency is currently facing challenges. The loss of key clients like Fruit of the Loom and Dominos, among others, has presented steep obstacles for the agency.
Karen Kendrick, in her statement, also acknowledged the collaborative efforts between Fruit of the Loom and CPB, expressing her gratitude for the partnership and the work that was created together. Despite the end of this partnership, she reaffirmed Fruit of the Loom's commitment to creating innovative and high-quality advertising.
As CPB navigates these challenging times, it remains to be seen how the agency will adapt and overcome the obstacles it faces. Meanwhile, Fruit of the Loom continues to move forward, looking to new partnerships and opportunities as it grows and evolves.
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