C&W Set to Reposition Bugle Boy Extensive Marketing Push Is Due in the Fall

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LOS ANGELES-Cole & Weber will use its “360-degree branding” approach involving various marketing disciplines to help reposition new client Bugle Boy Industries.
The Seattle-based agency landed the $5 million apparel account late last month, following a review of several agencies [Adweek, April 26]. It prevailed over Kirshenbaum Bond & Partners West, San Francisco, and D’Arcy Masius Benton & Bowles, Los Angeles, in the final round, which involved presentations on ideas for a back-to-school ad campaign.

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