5 Emerge In Carter Review

Five agencies have surfaced as contenders in the review for The William Carter Co.’s advertising account.
They include Weiss, Whitten, Stagliano, DiNoto Lee and Della Femina/Jeary and Partners, all in New York; and Ogilvy & Mather and Match, both in Atlanta, sources said. The agencies all declined comment. It was unclear whether others are in contention.
The review for the estimated $2 million business began in May; the client, which declined comment, hopes to select an agency early next month.
Carter is hoping the prevailing agency will position the company as a “total lifestyle brand.” In the past, the company used print ads to present itself as “The favorite brand for young children.”
Carter’s last agency, Sietsema Engel & Partners in Minneapolis, folded last spring. Since then, the client has relied on free-lancers. Its most recent print ad features a close-up of a baby’s face and a tagline from the 1960s: “If they could just stay little ’til their Carter’s wear out.”
Advertising spending is expected to grow beyond the $1-2 million the client has spent in years past. Carter markets baby, toddler and young children’s apparel under the brands Carter’s, Carter’s Classics and Baby Dior. Its clothes are designed for children up to age 6.
Carter has a 7 percent share of the $7 billion baby and toddler market. Its parent, Investcorp, also owns parts of Gucci, Saks Fifth Avenue and Tiffany & Co.