NEW YORK-Last week, three companies concluded separate national reviews for the creative portions of their ad accounts: Century 21 tapped Arnold Communications; Jockey International gave Grey Advertising lead agency status and Timberland selected The Martin Agency.
Boston-based Arnold understood “the true marketing power of being number one,” said Michael Trainor, executive vice president, marketing products and services at Century 21. Arnold beat three New York shops: Bozell Worldwide, DDB Needham and Grey in the contest for the $40 million account. The first new work will break in early 1998. Campbell Mithun Esty, Minneapolis, was the incumbent. Grey handles media duties for Century 21 as well as its parent, HFS Properties.
Grey’s persistence paid off last week with the win of the $10-15 million creative account of underwear marketer Jockey. After initially being eliminated from the review, the agency was invited back after pitching a retooled campaign. Grey bested finalists M&C Saatchi and Partners & Shevack, both in New York, as well as two shops that entered the review late, Wells BDDP in New York and Martin/Williams in Minneapolis.
“Grey’s new campaign was fun but not zany,” said David Drescher, vice president of marketing and advertising at the Racine, Wis.-based client. Drescher said the new ads would break in January with a new tagline to replace “Genuine Jockey.” Fairman, Schmidt & Cappelli, Chicago, was the incumbent. Media duties are handled by Advanswers in St. Louis.
Separately, The Martin Agency in Richmond, Va., defeated Hill, Holliday, Connors, Cosmopulos in Boston and Carmichael Lynch in Minneapolis to secure the $10-15 million creative account of Timberland in Stratham, N.H. The shop’s first work for the outdoor apparel marketer will break a year from now. Creative duties were handled in-house previously. Media duties are handled by Allscope Media & Communications here.
-with Trevor Jensen and Judy Warner.
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