By Jennifer Comiteau and Teresa Andreoli
NEW YORK–Today’s Man has awarded the creative portion of its estimated $8-10 million advertising account to Hampel/Stefanides.
The shop bested finalists Angotti, Thomas, Hedge in New York and Tierney & Partners in Philadelphia for the business. Harmelin & Associates in Bala Cynwyd, Pa., handles the media buying, while media planning is handled in-house. Creative executions have been crafted in-house for the past year.
M&C Saatchi in New York withdrew from the competition months ago after its initial briefing with the client, said agency president Brent Bouchez. ‘We felt they had a different agenda than we would have had for their business,’ he said.
The client’s account of how the relationship ended was slightly different: ‘Prior to the strategic pitch, it was mutually agreed by M&C Saatchi and Today’s Man that they would not present,’ said Burt Chapman, the client’s vice president, marketing and sales development.
The decision to choose Hampel/ Stefanides ‘was intuitive and instinctive,’ Chapman said. ‘It was the combination of their people along with their strategic pitch that won it.’
Jude Hammerle, a former Snapple executive who is now president of The Next Level in Warwick, N.Y., served as the review consultant.
Brian Goodall, president of Hampel/Stefanides here, said he expects the agency to launch a new campaign for the Moorestown, N.J.-based company by September or October. Tony Graetzer, the senior vice president and group account director at Hampel/Stefanides whom Goodall said has bought ‘every stitch of his clothing at Today’s Man for years,’ will oversee the business.
Goodall said advertising for Today’s Man has focused on the low prices of the items sold by the retailer. Agencies were asked to present strategic recommendations on how ‘to bring value beyond price to the Today’s Man proposition,’ said Goodall.
Speculative creative work was not part of the six-month review.
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