ATLANTA After a five-month review, Capel has chosen The Republik to handle its advertising, the agency said.
Contenders for the account, including the incumbent, were not disclosed. The company required each shop to submit a positioning strategy and speculative creative.
"After 87 years in business, Capel is at a crossroads," said Ron Capel, managing director of the company's retail business. "The Republik demonstrated the creative spark we need to bring the Capel brand to life, to let an expanding clientele see the level of quality and craftsmanship we stand for."
The independent Durham, N.C., shop will produce broadcast, print, direct mail and Internet advertising for the Troy, N.C., manufacturer and importer of hand-knotted rugs from Afghanistan, Pakistan, India and China. The regional campaign launches in February, according to the agency.
Capel operates retail locations in Virginia, North and South Carolina, Texas and Indiana. The company plans to open stores in Kentucky and Illinois this year.