Footwear brand Crocs became a global sensation selling over 100 million pairs of shoes, but lost along the way was what Crocs really stood for—cheeky innovation in the form of a feather-light, odorless, form-to-fit shoe. The company teamed with new agency Cramer-Krasselt/Chicago to put its best foot forward with its first fully integrated global marketing push to launch its Spring/Summer line. Spanning TV, print, out-of-home, POS, social media, digital and PR, the campaign carries the message “Feel the Love,” touting Crocs as the shoe that loves you back and featuring animated Croslite™ characters who personify the soul and sole of every pair of Crocs (named for the proprietary material Crocs are made of). The Croslites represent the brand’s heritage while encouraging consumers to take a fresh look at the new styles and discover that Crocs offers more than “one shoe.”
Karen Seamen has been promoted to C-K’s first Chief Operating Officer. Throughout her 21-year career with C-K, Seamen has played a key role in the development and evolution of the agency’s integrated model and insight-driven strategic approach. Elevated to general manager of Chicago in 2006, she was a driving force in C-K’s growth of over 50 percent in the last five years, in spite of the recession, adding marquee accounts such as Porsche, Edward Jones, Sealy and Crocs.
