GSD&M Suits Haggar

By Steve Krajewski





DALLAS–Haggar Clothing Co. here shifted its $12.5 million advertising account to GSD&M last week, citing conflicts with incumbent Goodby, Silverstein & Partners’ recently acquired Nike business.





Alan Burks, senior vice president of sales and marketing for Haggar, said he decided to move the account because of the crossover between Haggar and Nike, specifically in the golf apparel area. Burks said there was no review for the business.





‘Golf is an obvious problem, but from a very broad standpoint, an apparel dollar is an apparel dollar,’ he said. ‘We decided it would be hard for an agency to serve two masters.’





Executives at GSD&M in Austin, Texas, said they were contacted by Haggar about a month ago and asked to present capabilities. GSD&M president Roy Spence said his agency was invited to pitch Haggar in 1994 but declined because of its relationship with Farah Clothing Co. at the time. GSD&M and Farah parted ways last year.





In September, Haggar is launching a national print campaign already completed by the San Francisco incumbent and aimed exclusively at women. The advertising builds on research that shows women heavily influence men’s apparel purchasing decisions. The humorous ads show women wielding paint brushes and blowtorches and treating men like home improvement projects.





GSD&M will continue that campaign’s theme in its work for the client, a Haggar representative said.





Goodby, Silverstein was awarded the Haggar account in July 1994 after a review that included Dallas-area shops The Richards Group, Temerlin McClain and incumbent DDB Needham, as well as Hal Riney & Partners in San Francisco.





Last month, Goodby, Silverstein was awarded advertising responsibilities for Nike Town, as well as the Beaverton, Ore.-based company’s apparel, women’s sports and ACG snowboarding and mountain biking product lines.





Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED





Southwest