LVMH Taps TBWA\C\D

TBWA\Chiat\Day has landed creative duties for the launch of a new line of fragrances and body products bearing the Kenneth Cole name.

The line stems from a joint venture between Kenneth Cole and LVMH, the French company that markets perfumes, cosmetics and champagnes. The fragrances, which will be targeted at men and women, are slated to hit the market in the fall.

Billings were not disclosed, but sources pegged them at $10-15 million.

The companies’ selection followed a review of at least three other shops: Hill, Holliday, Connors, Cosmopulos, Boston; Bouchez Kent + Co., New York; and Lowe, New York, sources said. In the end, it was between TBWA\C\D and Lowe, said sources.

“TBWA\Chiat\Day’s creative ex cellence, their depth of talent and understanding of how to position luxury products in the marketplace align well with our objectives,” said Camille McDonald, president and CEO of Parfums Given chy, a division of LVMH.

In its final presentation, the New York shop offered ideas on everything from in-store displays to print advertising.

The win marks the agency’s third in a week for a total of $45-60 million in billings: It is fi nalizing negotiations to handle Axa Financial’s $15-20 million business and A&E Network’s $20-25 million account. The new business arrives as Carl Johnson, president of New York and COO for TBWA World wide, hands his president’s duties to Shona Sei fert, the former managing director, client services at Ogilvy & Mather, who joins TBWA\C\D this week.

The shop now claims nearly $350 million in billings from clients such as Kmart, Absolut and Pernod Ricard.