CK’s Kraft Joins F+M

NEW YORK – Frierson + Mee has brought on former Calvin Klein creative director Neil Kraft as a third partner. The New York agency will now be called Frierson Mee + Kraft.
With Kraft as a creative director, founding partners John Frierson and Heather Mee hope to use his fashion and fragrance experience to lure new luxury and lifestyle clients. Frierson holds the title of president; Mee is also a creative director.
The agency’s relationship with Kraft began six months ago on an informal basis. Kraft aided the shop’s successful pitch in the review for the Maidenform ad account, resigned by Kirshenbaum Bond & Partners last year.
The New York client, which has restructured after filing for bankruptcy last summer, did not disclose its ad budgets. Sources have estimated its 1998 budget at $3-5 million [Adweek, Oct. 27, 1997]. The client spent less than $1 million last year, per Competitive Media Reporting.
FM+K has also won “unspecified creative project work” from undisclosed fashion and fragrance houses, Frierson said.
“I’m thrilled to be getting the chance to work with an agency that can do the strategic and tactical things that make creative work truly effective,” said Kraft.
Kraft has also worked at Barneys New York and Esprit de Corp., and was the creative force behind the Calvin Klein Obsession campaign with Kate Moss in the early 1990s. His last position was as creative director at New York shop Carlson & Partners, which he left last year.
FM+K, which handles accounts worth about $50 million, lists clients such as Schieffelin & Somerset, the wine and spirits importer, and Kaplan Educational Centers.