Toth Brand Imaging has added advertising chores for VF Corp.'s Riders Apparel, a sister brand of Wrangler, a Toth client since 1999.
Toth, Concord, Mass., assumes Riders duty from Fallon, the Minneapolis shop that held the account since 1986. Fallon would say only that it recently "parted ways" with Riders.
Riders spent $5-6 million in ads in 2000, according to Competitive Media Reporting.
To market Rider jeans, Toth will create an integrated campaign with a strong print component, the agency's specialty.
VF, Greensboro, N.C., also markets Chic, Vanity Fair, Lee and Gitano jeans.
Toth won the $30 million Wrangler ad business in late 1999 and last summer broke a print and TV campaign using the tag ?Real. Comfortable. Jeans.?