BBH to Build Gold Toe’s Brand Presence

BBH to Build Gold Toe’s Brand Presence

NEW YORK Bartle Bogle Hegarty has landed creative duties on Gold Toe Brands’ estimated $4 million account.

BBH is charged with creating a brand identity for the sock manufacturer, primarily through in-store materials, said Trish McHale, client evp of marketing. Incumbent Cole & Weber/Red Cell in Portland, Ore., participated in the review, but lacked the department store retail experience that won BBH the account, McHale said.

“We’re looking to finalize a positioning that reminds people why Gold Toe is the standard of quality in socks,” said McHale.

BBH in New York bested three undisclosed shops in the final round of the two-and-a-half-month review.

In addition to in-store advertising, BBH will also produce print, radio and outdoor advertising, McHale said.