Fruit of the Loom Goes to Richards

The Richards Group last week was tapped to handle consumer advertising for Fruit of the Loom. The account, which includes media and creative, is estimated at $15-20 million.

The Dallas shop bested Campbell Mithun in Minneapolis and Creative Alliance in Louisville, Ky., for the underwear and activewear maker’s business. Previously, the agency was Warwick Baker O’Neill in New York, which resigned the account earlier this year after the client said it would reorganize under Chapter 11 bankruptcy, according to the shop.

“It’s almost like a relaunch for us,” said John Shivel, the client’s vp of marketing services. “Richards was clearly able to demonstrate to us … that their key is ‘let’s get the strat-egy right and then actually look at creative executions from that.’ “

New Richards partner Diane Fannon led her shop’s team. Separately, former roster shop Keller Crescent in Evansville, Ind., was awarded the client’s B2B account without a re-view; billings were undisclosed.

The client spent about $15 million on advertising in 1999, per Competitive Media Reporting.