Barbara K Wastes No Time in Naming MRGL

NEW YORK Following a whirlwind search, McCaffrey Ratner Gottlieb & Lane has won creative and media duties for Barbara K Enterprises’ tool kits, for which it will break a $5 million campaign in time for the holiday-shopping season.

The New York shop bested local rivals Pedone & Partners, Bouchez Kent + Partners and Hanft Byrne & Raboy for the business, which includes print, broadcast and direct mail duties. Pam Marcus, executive vice president of sales and marketing at Barbara K Enterprises, conducted the two-week search, a client representative said.

“[MRGL] saw the different extensions that the brand can take and they were very attuned to creating a brand that would leave room for extending it to different areas such as paint and clothing,” said Barbara Kavovit, founder of Barbara K Enterprises.

Kavovit said she was also impressed by MRGL’s past work for women’s brands including Revlon, Joy perfume and Estee Lauder, among others. She said she was pleased by public relations work from Dan Klores, which facilitated product features in magazines like Lucky. But Kavovit said she decided the company needed an ad agency to create consumer awareness nationwide.

“Basically our effort is to build the brand Barbara K,” agency managing partner Jerry Gottlieb said. “It’s really about empowering women,” he said about the company’s philosophy.

The client introduced its line of female-friendly tool kits into stores including Bed Bath & Beyond and Bloomingdale’s in May. The kits contain tools designed to fit smaller hands and boast spring-assisted engineering to accommodate a woman’s grip. In addition to the signature 30-piece tool set, the line includes roadside and wall-hanging kits.