IF IT’S HIP, IT MUST BE NOO JOISEY Most ad agencies enjoy the challenge of a difficult image building effort, and DKB & Partners is no exception.

The agency has produced a campaign matching New Jersey’s Public Service Electric
& Gas utility with apparel marketer Tommy Hilfiger in ads touting the Garden State as “a fashionable address for business.”
The television and print effort marks Newark, N.J.-based PSE&G’s first major co-branding effort under the imprimatur of its PSE&G Economic Development initiative.
The largest electricity and gas utility in New Jersey is committed to playing an active role in drumming up business opportunities for local communities by convincing high-profile corporations to set up shop locally.
A 30-second TV spot (shown here), called “Tommy Hilfiger,” from the Morristown, N.J.-based agency explains how PSE&G helped Tommy Hilfiger find additional warehouse and distribution space in the state.
“The Tommy Hilfiger project is a perfect example of how PSE&G can put together an attractive package for businesses,” said Rich Franklin, PSE&G area development manager.