PGR Lands Aramis Work

Propels Media Shop Past $70 Mil. in Overall Billings
BOSTON–With an eye toward decreasing its dependence on one client and broadening its scope of services, PGR Media has been tapped to handle broadcast and outdoor media planning and buying for the fall launch of Freedom, a fragrance created by Aramis for Tommy Hilfiger.
The significance of this win, according to PGR founder and chairman Pattie Garrahy, is that her shop’s contract is with Aramis, not Hilfiger. At one time comprising about 70 percent of PGR’s overall billings, its Hilfiger business in recent years has fallen to below 40 percent. “I’m sleeping a lot better at night,” she quipped.
Billings on the launch of Freedom are expected to run in the $15-20 million range, sources said. Arnell Brand Imaging in New York will handle creative development for the fragrance, which is being made for both men and women. Bates in New York–agency of record for Aramis and its parent company, Esteƒ Lauder in New York–will plan and buy print.
Garrahy last week named Cathy Ottaviano president of PGR Insights, a unit devoted to consulting on media issues, and promoted longtime second-in-command Terry McGrath to president of PGR Media.
This team has grown PGR’s billings to beyond $70 million. Garrahy had worked for Fabergƒ before starting the media agency in New York in 1986 and relocating to Providence, R.I., 10 years ago.
PGR last year was assigned media buying and planning for all of Hilfiger when the client switched creative chores from Toth Brand Imaging in Concord, Mass., to Arnell. Hilfiger, which makes its own apparel, has licensing agreements with 23 outside companies, including Aramis, for its accessories, toiletries and home furnishings. Aramis is the only one of Hilfiger’s licensees to control marketing, said Hilfiger executive vice president of marketing Peter Connolly.
Along with Hilfiger and Aramis, PGR’s roster includes Saucony, Chadwick’s of Boston, Easy Spirit and Yellow Cab Shoes.