NEW YORK Joseph Abboud, a maker of high-end men's clothes, has hired DiMassimo Carr Brand Advocates to handle its $15-20 million account, sources said.
The New York independent won the account following a review that included about five undisclosed contenders, sources said. The Grover Group had handled the account. Last year, the brand spent about $2 million on ads.
DiMassimo Carr is charged with creating a campaign that does not follow a typical fashion formula, sources said. While magazines may be used as part of the media mix, periodical print could be considered a last resort, because the brand seeks to be in spaces like commuter trains where men are making decisions.
Abboud has signed an endorsement deal with Stephon Marbury, point guard for the New York Knicks, and might also ink Jeremy Shockey, the New York Giants tight end.
J.A. Apparel CEO Marty Staff, formerly the chief executive of Hugo Boss, did not return phone calls, nor did agency executives. J.A. Apparel and J.W. Childs, a venture capital company, acquired the company in March and reinstalled Abboud as creative director.