Haggar Doubles Ad Budget, Returns to TV
DALLAS–Haggar Clothing Co. here will be paying extra attention to female consumers in a 1998 fall campaign that will more than double previous ad spending efforts to $10 million. GSD&M in Austin, Texas, will be producing the print and broadcast advertising campaign for Haggar’s Black Label Collection that returns the client to television. The company, explaining the new target audience for the campaign, said its research shows women 25-49 are the primary “influencers and buyers” of men’s wear. Print ads will appear in women’s magazines like Cosmopolitan and Marie Claire as well as People.
Marc Promotes Fabrizi to President
DALLAS–Michele Fabrizi was promoted to the vacant posts of president and chief operating officer of Marc Advertising, Pittsburgh, from senior vice president and director of client services. Anthony Bucci continues as chairman and chief executive officer of the agency. Marc Advertising is the sister company of LMS/Marc in Dallas [Adweek, Jan. 26].
High-Tech Roster Grows at Regian & Wilson
DALLAS–Regian & Wilson Advertising and Public Relations in Fort Worth, Texas, was tapped for a pair of software-related advertising accounts worth a combined $1 million in billings. IntelliWare Systems of Arlington, Texas, and Fort Worth-based Lifo Systems hired Regian for a variety of advertising, public relations and marketing duties. Intelliware is an international technology resource for certain computer operating systems of IBM. Lifo provides accounting services and software, primarily in the automotive inventory accounting field.
Homebuilder Taps Rick Johnson & Co.
DALLAS–Albuquerque, N.M., agency Rick Johnson & Co. was chosen to direct the marketing, advertising, public relations and special events for Sivage Thomas Homes. The account of the Albuquerque homebuilding company is estimated at $500,000 annually for the 21-year-old advertising agency.
Glassmaster Contracts Maxfield Group
DALLAS–The Maxfield Group in Irving, Texas, was retained by Glassmaster Industries USA, also located in Irving, to handle public relations and develop marketing materials, identity programs and sales literature. Billings were undisclosed.
Austin Shop Gains Environmental Job
DALLAS–Austin, Texas-based Tuerff-Davis Enviro-Media won a contract from the City Council of Fort Worth, Texas, last week to conduct a public education campaign on the proper disposal of household hazardous waste. Tuerff-Davis EnviroMedia and other partners will implement special events, conduct environmental attitudes research, as well as produce video programs and other materials for the campaign.