Ex-Reebok Executive Shapes Sam & Libby Revival
BOSTON–After spending a majority of the past 11 years with Reebok International, most recently as group director of advertising, Kelly Lowell has formed Lowell & Co., a startup that specializes in providing clients with “ˆ la carte” advertising services.
Lowell plans to assemble research, media and creative teams on a project basis for New England clients that can afford national ad campaigns but do not want the hassle and expense of keeping a full-service agency on retainer, she said.
Working alone out of a home office in South Natick, Mass., Lowell has leveraged her footwear experience to lure a trio of Maxwell Shoe Co. brands to her client roster. She currently is overseeing the creation of campaigns for the Boston-based shoemaker’s Sam & Libby, Mootsies Tootsies and Jones NY brands.
Sam & Libby had selected Greenberg Seronick O’Leary & Partners in Boston as its agency of record following a review in October. Mootsies Tootsies had been with Duffy & Shanley in Providence, R.I., for several years. Jones NY had been unassigned.
Sam & Libby parted ways with Greenberg Seronick shortly after the relationship began; Mootsies split with Duffy & Shanley after Lowell was brought in on a consulting basis to evaluate the brand’s advertising needs, she said. There were no formal reviews for those assignments, she added. Executives at Duffy & Shanley and Greenberg Seronick did not return calls by press time.
The first Maxwell work from Lowell & Co., a $2 million national repositioning of Sam & Libby, includes print ads that will debut in the May issues of Cosmopolitan, Glamour and People, among others, Lowell said. For the campaign, Lowell assembled and directed a team that included Town Green, a Weston, Mass., creative boutique helmed by M.L. Hedison; art director Nancy Wovers; media buying startup Cleveland Communications in Boston; and account planning firm Project X in New York.
The proliferation of freelance professionals and boutiques in the region ensures a rich talent pool, Lowell said. Having worked with large agencies on national brand development, “I know I can match clients with the right freelancers,” she said.
During her tenure at Reebok in Stoughton, Mass., Lowell oversaw campaigns created by such agencies as Hill, Holliday, Connors, Cosmopulos, Boston; TBWA Chiat/Day, New York; and Leo Burnett, Chicago.
Although she is working with Maxwell Shoe and has years of experience in the footwear industry, Lowell does not plan to focus only on that niche. In addition, she is not currently working with Reebok, which last year began developing “ˆ la carte” advertising after parting ways with Leo Burnett.
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