Duck Head Apparel Picks Doe-Anderson

ATLANTA Doe-Anderson has been chosen to provide creative strategy and advertising for the Duck Head Apparel Co. following a review, the client confirmed.

The Louisville, Ky., independent bested The Ramey Group of Ridgeland, Miss., and The Buntin Group in Nashville, Tenn. Atlanta’s BaylessCronin, an Omnicom shop, and Lawler Ballard van Durand in Birmingham, Ala., were eliminated in an earlier round of the review.

The agency will create an image campaign including TV, outdoor, direct mail and in-store ads that will break in March. Billings are undetermined. Goody’s Family Clothing in Knoxville, Tenn., which acquired Duck Head of Winder, Ga., spent $17 million advertising the sportswear brand in 2002, per Nielsen Monitor-Plus. Media buying remains in-house.

Led by agency president and CEO Dave Wilkins, Doe presented creative and strategic ideas centering on the theme, “It’s a brand new day for Duck Head,” according to John Wise, senior vice president of marketing, visual merchandising and store planning at Duck Head.

Because most Goody’s stores are located in rural settings, the campaign will be wrapped around “small town and family values,” said Wise. “That message tends to hit with our main demographics.”

Duck Head plans to introduce new clothing lines for men, women and children. Goody’s has committed to a $40-60 million rollout of new products in 2004, the client said.