Toth Making N.Y. Cuts as Nautica Sails On

BOSTON Toth Brand Imaging will cut 10 staffers, the majority of employees in its New York office, as it winds down work over the next 90 days on the Nautica account, according to Dick Emerson, COO of the independently owned agency.

The outpost will, however, remain open, housing functions such as photo production and public relations, Emerson said.

Concord, Mass.-based Toth will turn over creative duties on the estimated $15-million Nautica business to Laird + Partners, New York. Laird outpaced the four-year incumbent and Lipman, Richmond, Greene, also in New York, in a review that concluded yesterday, sources said.

Emerson attributed client’s decision to review and ultimately switch shops to “a fundamental difference of opionion between Nautica and Toth on the creative direction of the brand” following client-side managerial changes.

Nautica performed well during its tenure with Toth, enjoying a 10 percent sales boost in 2002 to $692 million. “We are very proud of the work we did for the brand. We wish them well,” Emerson said.

Toth posted $80 million in billings for 2001; figures for 2002 were not immediately available.

This marks the second time that Laird has supplanted a New England agency on an apparel account. Last March, Laird added creative work from the Gap which had been with Boston’s Modernista!