Clarke Goward Preps First Work for Bob's Stores

BOSTON Clarke Goward next week launches its first image campaign for Bob’s Stores since adding the $5 million account in February.

TV and radio attempts to place a face on Bob’s in the form of “Tom Donohue,” a fictitious buyer for the 35-store clothing chain based in Meriden, Conn. The effort targets men, 18-49, as well as teens, and introduces the tagline, “We know our customers and the brands they live in.”

“What we wanted to do is … define what Bob’s stands for,” said Jim Amadeo, svp, creative director of Clarke Goward, a Boston-based independent.