AGI’s Agency looks to extend reach upstream
The Agency, the creative division of mill and manufacturer AGI Denim, is looking to extend its reach by offering its services to upstream partners.
Chemicals companies, machinery companies, trim makers, or yarn and fibre suppliers might want to ‘talk’ to their customers, for instance, but might not have the marketing capacity in-house, said Henry Wong, AGI’s vice-president of product development and marketing for North America.
The Agency – which was launched at the start of this year – can offer concepts, research, design, development and production.
Mr Wong said: “The first need is the client’s need – if a chemicals client wanted to show a new chemical, we can experiment and deliver the physical product. If a fibre supplier has a new stretch yarn, they might not have access to fashion designers and product developers, but The Agency could design fabrics and garments, and not just a sample but a full collection.”
The aim is to round the service out with a marketing offering. “Not every company has the creative talent in-house to get the messaging correct and consistent and create full campaigns, but we can have the infrastructure – the talent and the machinery – that we’ve already invested in," added Mr Wong.
