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Carter’s, a heritage children’s apparel brand, has named Mischief @ No Fixed Address its creative agency of record as it looks to appeal to a whole new generation as Gen Z becomes parents.
The company is looking to grow its brand and equity with unignorable marketing aimed both at its loyal customers and a whole new generation of parents.
Mischief will lead all brand strategy and launch of a new creative platform where multiple ideas can live. The shop is tasked with developing creative to catapult the baby clothing retailer—which also owns OshKosh B’gosh, Little Planet and SkipHop—into culture.
Mischief won the business without a pitch, which is how most of its relationships have been forged as of late, including MGM Resorts and Sizzler.
Forging a partnership
“We wanted to find a best-in-class partner in the creative space to help us remain relevant. We’re a brand that’s been around for 160-plus years of parenthood, and we are always striving to remain the most relevant brand available out there for the next generation of parents,” Carter’s chief marketing officer Jeff Jenkins told ADWEEK.
Jenkins added that Carter’s was looking for a partner that helps bring brands to the forefront of culture and understanding its audience. Through a mutual friend, Mischief and Carter’s were brought together.
“That is how every new business opportunity should come, is you meet the people, you connect with them, you see their vision and you feel aligned with it,” said Greg Hahn, co-founder and CCO at Mischief.
Hahn said that, beyond the connections between the teams, working with an iconic, category-defining brand, appealed to the agency. But more than its heritage, the brand is known for thinking outside the box, as it has shown during the last two Super Bowls, with billboard ads that played up the excitement of the game with a boost in baby making.
“There are so many provocative ways of attacking this for us, room to take this to a really interesting place,” said Hahn.
Informed by CPG and consumers
Jenkins has a background in the CPG category, and he came to Carter’s in 2019 and saw potential in the parenthood category, one that he saw was “sleepy on the communication side of it.”
Jenkins was used to pushing the envelope as part of teams at Taco Bell, Whole Foods and CKE Restaurants, and he has been pushing forward in his time at Carter’s. However, he feels that partnering with Mischief will help push the brand further while remaining true to customer truths about parenting.
