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Underwear and apparel maker Joe Boxer has boosted its ad budget and is restarting its search for an agency to handle national ad duties, said company officials.
The San Francisco-based firm, best known for its wacky men’s underwear, has compiled a list of five undisclosed agencies and expects to name a shop by the end of January. The winner may be awarded creative projects or all creative and media duties, said sources. The client currently handles creative and media chores in-house.
This year Joe Boxer plans to spend $8-15 million on TV and print ads, according to founder and chairman Nicholas Graham, who confirmed the search but declined to identify participating agencies.
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