Wrangler Tries Toth on for Size

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Former Hilfiger Shop Lands $30 Mil. Jeans Account After Review
BOSTON–Wrangler chose Tommy over Calvin. That’s one way of looking at a decision by Wrangler Jeans to move its $30 million mass market account to Toth Brand Imaging.
The Concord, Mass.-based agency, whose founder, Michael Toth, helped make Tommy Hilfiger a fashion statement, triumphed over Frierson, Mee + Kraft in New York. Neil Kraft, a partner, helped launch jeans lines for Calvin Klein and Ralph Lauren.
A third contender, Bayless/Cronin in Atlanta, was notified two weeks ago it was dropped from consideration when Wrangler executives sought references from both Toth and Frierson.
Sources close to the review said last week that Toth had come out on top.






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