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Bayless/Cronin has been eliminated from the estimated $30 million Wrangler Jeans mass market account review, according to chief executive officer Tim Bayless.
The two remaining shops, New York’s Frierson Mee + Kraft and Toth Brand Imaging of Concord, Mass., have both been asked to provide the client with a list of references, sources said. The Atlanta shop has not.
Bayless said his shop was eliminated because the Greensboro, N.C., client wants an agency
to build a more fashion-oriented brand, a tact Bayless/Cronin rejected in its pitch.
“We looked right down the gun barrel of conventional fashion work and said that wasn’t where Wrangler should be as a mass market brand sold in Wal-Mart, Kmart and Target.
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