Toth Reaches Wrangler Finals
ATLANTA–Wrangler Jeans is down to three finalists in the mass-market segment of its $29 million search. Toth Brand Imaging in Concord, Mass., Bayless/Cronin in Atlanta and Frierson Mee + Craft in New York will square off in a second round of pitches the week of Oct. 11, confirmed executives at the Greensboro, N.C.-based apparel maker. Toth specializes in fashion-oriented accounts and helped launch and create the Tommy Hilfiger brand. Bayless/Cronin is the newly formed Merkley Newman Harty company helmed by Tim Bayless and Jerry Cronin, who separately have worked on Marshalls, Johnston & Murphy, Nike, Keds and other relevant categories. Frierson handles a mix of consumer and business-to-business accounts. Agency executives refused comment.
Locals Vie for Convention Center Account
BOSTON–Four agencies have submitted proposals in the Massachusetts Convention Center Authority review, said representative Andy Antrobus. Making final presentations this week are Clarke Goward, DiBona Bornstein & Random and Irma S. Mann, Strategic Marketing, all Boston, and Lane Advertising, Salem, Mass. Fifteen-year incumbent CC and D Communications, Boston, recently closed.
TechMarcom Takes Kryptonite
BOSTON–TechMarcom has been hired by Kryptonite Corp., Canton, Mass., to launch its anti-theft devices for notebook computers. Jon Boroshok, a former senior marketing communications manager at Lernout & Hauspie Speech Products USA in Burlington, Mass., recently launched TechMarcom out of his home in Groton, Mass. TechMarcom is a “virtual agency,” a network of senior creative professionals that caters to Internet startups that can’t afford the fees charged by full-service shops.
Mullen’s Northern Light Ads Pay Off Quickly
BOSTON–Northern Light Technology chief executive officer David Seuss said a $6 million, nine-week ad campaign has doubled the use of the Internet search engine. Seuss credits the initial success to “sound research and great creative” by Wenham, Mass.-based Mullen. The campaign includes print, radio and television ads with the tagline, “Northern Light. Just what you’ve been searching for.” One spot for the Cambridge, Mass.-based client features a professional entering a white room, clicking on a keyboard and being overwhelmed by information streaming over the walls. The walls clear and four Northern Light folders appear with the information neatly categorized.
Gotham Bows Out of Virtual Ink
BOSTON–Gotham has withdrawn from the review for the $5-8 million advertising account of Virtual Ink here, according to officials at Boston consultancy Pile and Co. No reason was given. Wickersham Hunt Schwantner in Boston, Hampel/Stefanides and Angotti, Thomas, Hedge, both in New York, and Carmichael Lynch and Martin/Williams, both in Minneapolis, are the remaining finalists. A decision is expected this month.