Toth Readies Riders Campaign

BOSTON—Riders Apparel is launching a fall print campaign with the theme, “Jeans that fit. Beautifully.” The effort is the first by Toth Brand Imaging, Concord, Mass., on behalf of Riders, a division of VF Jeanswear. Toth won the account this spring. Fallon, Minneapolis, had handled Riders since 1986. Toth also handles Wrangler, another VF brand. Riders creative targets the 30 million women in America, ages 25-40, who rely on jeans as a staple in their wardrobe. “They are mothers of young families, multi-tasking their way through life and don’t have much time to spare,” said Tyrone Sayres, Toth management supervisor.

Edison Light on Tap From Hill, Holliday

BOSTON—Hill, Holliday, Connors, Cosmopulos is preparing a campaign to help launch Edison Light, the first beer from New Century Brewing. Hill, Holliday is handling creative, media and public relations in what sources say will initially be a seven-figure regional marketing campaign. The low-calorie lager debuts next month in Massachusetts and Rhode Island; national distribution is expected within the next two years. The budget is expected to rise significantly once the brand goes national. New Century is helmed by Rhonda Kallman, a former executive with Boston Beer, brewer of Samuel Adams. Hill, Holliday was tapped by New Century without a review, the agency representative said. Kallman’s positive impression of the Boston agency from 1998—when Hill, Holliday unsuccessfully pitched Sam Adams—led to the agency’s selection, the representative said.

Lemberg Succeeds Smith at Digitas

BOSTON—Thomas Lemberg has joined relationship marketing agency Digitas as executive vice president, general counsel and secretary, succeeding Marschall Smith, who is leaving the company. Lemberg, 55, most recently was managing director and general counsel of Cambridge Incubator. He has also held senior positions, including general counsel, at Polaroid. Smith, who came to Boston-based Digitas in 1999 as the agency was preparing for its initial public offering, is joining boating equipment maker Brunswick in Lake Forest, Ill., as general counsel. He will remain with Digitas for a few weeks to bring Lemberg up to speed, a Digitas representative said.

Planet of the Reebok Apes Unveiled

BOSTON— One of the simian stars of Twentieth Century Fox’s soon-to-be-released Planet of the Apes remake has the lead role in ads touting Reebok Classic sneakers. The effort, crafted by Bartle Bogle Hegarty of New York, features the film’s “Ape Commander” brandishing a sword while wearing a pair of Reebok Classics. Little text is used other than the line “Evolved classic.” Reebok’s global tagline, “Defy convention,” introduced in a $100 million push in January by lead agency Berlin Cameron & Partners, New York, is not present. Print ads will appear in publications such as InStyle, GQ, Vanity Fair, Teen People and Details; billboards will appear this month in Los Angeles to hype the movie’s July 27 premier. A year ago, BBH crafted ads linking the Classic line to Paramount Pictures’ remake of Shaft. Those ads featured the tag “Shaft classic” and showed the film’s star, Samuel L. Jackson, in a trench coat and sneakers.