DMB&B Wins Abboud

D’Arcy Masius Benton & Bowles has entered the high-fashion category with its win of the estimated $5 million ad account of menswear designer Joseph Abboud.
The agency’s New York office is completing a new campaign for the client, which breaks Sept. 1 under the theme, “Find your own element.”
The four executions in the print and outdoor campaign have a common look: black-and-white photography of a natural setting offset by a male model in Joseph Abboud designs. The model and clothes are tinted in earth tones to stand out from the background.
Carol Schuster, managing director of DMB&B’s New York office, said the agency was excited by the new account since it has been trying to break into the category. “It’s an area we want to spread our wings in,” she said. While the campaign will be all print for now, she added that DMB&B chief creative officer John Nieman is looking at whether to use TV ads for the client.
Agency creative director Robert Perillo, who helped win the account, said the new campaign will target male business executives. “It’s all about being comfortable with who you are as a person,” he said.
Joseph Abboud president and chief operating officer Bob Wichser said the company talked to 8-10 undisclosed agencies before picking DMB&B for the creative and media account.
The client, which formerly handled most of its ad duties in-house, is doubling its ad budget, planning more than $3 million in support of the new work through the rest of this year, he added.