J. Baker Stocks Holland Mark

Hub Shop to Support Grande Central Launch
BOSTON–Holland Mark Martin Edmund has been chosen to handle advertising for J. Baker, an apparel and footwear retailer in Canton, Mass.
All told, the client spent less than $2 million on ads last year, according to Competitive Media Reporting. However, that number is expected to rise significantly in 1999, with three product lines receiving ad support, said Bill Davis, chairman of Boston-based Holland Mark.
The assignment was made without a formal review; most ad duties for the past few years have been handled in-house or through freelancers, Davis said.
“We talked with [J. Baker] a year ago about a project that never went anywhere. But we stayed in touch,” and keeping the lines of communication open helped the shop land the current assignment, Davis said.
“We chose Holland Mark because of their creative reputation and integrated marketing skills,” noted Ric Della Bernarda, vice president of marketing at J. Baker.
The agency will support all three J. Baker brands: Casual Male/Big & Tall, which offers dress and casual clothing at 450 locations nationwide; Work ‘n’ Gear, a 60-store supplier of uniforms and specialty footwear; and the new Grande Central stores, which will open in July and carry designer brands such as Ralph Lauren, Perry Ellis and Tommy Hilfiger.
Each retail chain will be supported with markedly different advertising, rather than a homogenous branding approach for all three, according to Davis.
Although the media schedule has not been finalized, print, radio and outdoor executions are planned.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.