Fruit of the Loom Names Crispin Porter + Bogusky New Ad Agency of Record

Today, Fruit of The Loom, Inc. announced Crispin Porter + Bogusky (CP+B) will be their official ad agency of record. CP+B, Boulder will oversee and manage advertising for the Fruit of the Loom, Vanity Fair and Russell Athletic brands.

Fruit of the Loom, Inc. will call upon CP+B, Boulder to help build upon the momentum started with the heritage brand’s new campaign launched during the 2012 Summer Olympics.

“We are thrilled to bring on board such a stellar ad agency as CP+B,” says Kelly Thompson, Senior Vice President, Brand Communications, Fruit of the Loom, Inc. “Their fresh perspective will infuse bold, creative thinking on the marketing of our brands that will strengthen consumer engagement."

"We are truly excited about the opportunity, and to help create some new momentum with the American consumer," says Steve Babcock, VP/Executive Creative Director, CP+B. "We were blown away by the passion, commitment and intelligence of their team and we're ready to jump right in together. If the pitch process is any indication, it's going to be a really fun and incredibly rewarding time for us all."

CP+B, Boulder was one of four finalists in Fruit of the Loom’s search and is acclaimed worldwide for their creative work on behalf of marquee brands including Old Navy, KRAFT and Best Buy. CP+B has the unprecedented distinction of being the only agency to have won the Grand Prix at Cannes in every major category.

About CP+B:

CP+B, a member of the MDC Partners network, has a client list that includes Microsoft, KRAFT, Domino’s Pizza, MetLife, Old Navy, Applebee’s, SAS, Arby’s and Best Buy. CP+B has more than 850 employees worldwide, collaborating across five factories: Boulder, Miami, Los Angeles, London and Gothenburg, Sweden. The agency is one of the most-awarded agencies in the world, having been named “Interactive Agency of the Year” three times at the Cannes Lions International Advertising Festival, “Agency of the Decade” by Advertising Age and “Agency of the Year” 13 times in the trade press. They also have the unprecedented distinction of being the only agency to have won the Grand Prix at Cannes in every major category.

Please visit us: www.cpbgroup.com

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About Fruit of the Loom

Fruit of the Loom, Inc. is a leading international, vertically integrated basic apparel and athletic goods company, emphasizing branded products for consumers of all ages. The Company, including its Russell Brands, LLC and Vanity Fair Brands, LP subsidiaries, is one of the world’s largest manufacturers and marketers of underwear, intimate apparel, casualwear, athletic apparel and equipment for the entire family. The Fruit of the Loom, Inc. companies sell products under a number of international brands including Fruit of the Loom®, Vanity Fair®, Russell Athletic®, and Spalding®. Fruit of the Loom, Inc. is an independent, wholly owned subsidiary of Berkshire Hathaway, Inc. (NYSE: BRK.A; BRK.B). For more information about the Company and its products, visit www.fruit.com.

Contacts:

Fruit of the Loom
Kelly Thompson, Senior Vice President, Brand Communications
P: 270-935-2688
Kelly.Thompson@fotlinc.com
or
CP+B
Katie Kempner, EVP, Executive Director, Global Communications
P: 305-646-7366
C: 305-467-6338
kkempner@cpbgroup.com
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