Joe Boxer Corp. last week awarded creative advertising duties to Odiorne Wilde Narraway & Partners here without a review, according to sources.
The business, which may eventually include media duties, is estimated to be worth $8-15 million, based on comments made earlier this year by company founder and chairman Nicholas Graham [Adweek, Jan. 5]. Joe Boxer has traditionally spent about $3 million annually on marketing, and, except for this year’s creative branding initiative from Fallon McElligott in New York, has handled all of its advertising in-house.
Executives with the San Francisco-based client confirmed they have been talking with OWN&P, but were not prepared to issue any statement about an assignment. OWN&P referred calls to the client.
The agency will create a campaign for the client to break during the fourth quarter, sources said. The effort, which may include TV, radio, print and outdoor executions, is expected to incorporate some elements of Fallon’s work, sources said.
Fallon executives said they were unaware Joe Boxer had decided to hire another agency for creative duties, but added they were not surprised by the move since they had been brought in simply as a “brand development partner” to work on short-term projects. Fallon has completed its project and did not compete for the creative account.
“Joe Boxer wanted to go with a big agency like Fallon to handle their branding issues, but they wanted an agency closer to home to be an advertising partner,” said one source.
Sources said Joe Boxer had approached OWN&P earlier this month about handling the business. The client had also talked with the agency in 1996 about a possible agency review, which never got off the ground.
Joe Boxer, which was founded in 1985, produces sleepwear, underwear and loungewear for men, women and children. The company reported sales of approximately $50 million
in 1997. –with Aaron Baa
OWN&P Wins Creative Duties For Joe Boxer
