Hilfiger Changes Agency Lineup

Tommy Hilfiger has moved $25-30 million in assignments to Kirshenbaum Bond & Partners. The tasks were previously at Arnell Group Brand Consulting, which remains lead shop and keeps the bulk of the account, about $45-50 million.
Assignments moving between the New York shops include jeans, women’s footwear, furnishings, golf and kids items. The “core fashion” tasks stay with Arnell, said Peter Connolly, the client’s executive vice president, worldwide marketing. The shift comes a week after PGR Media, Providence, R.I., added Hilfiger’s Aramis fragrance media work.
“As a brand consultancy … Peter [Arnell, agency chairman] didn’t want to be tied up as Hilfiger’s in-house shop,” said Connolly.
“They want an ad agency; we want to develop people’s businesses,” said Arnell, who noted the shift enables him to pursue new accounts in certain categories.
Connolly chose Kirshenbaum because he liked the shop’s reel and its strong print work, particularly for Target. Connolly was the agency’s client at CNBC about three years ago. Kirshenbaum’s offices in SoHo are also “close to Peter’s,” Connolly joked.
“It’s such an exciting brand,” said principal Richard Kirshenbaum.
-with Andrew McMain