Liz Claiborne Enlists Kaplan Thaler

BOSTON The Kaplan Thaler Group said it joins Liz Claiborne’s roster after winning a review for the client’s branded apparel and accessories business.

The client spent $10 million in major measured media last year on that segment, per Nielsen Monitor-Plus. Sources said client ad spending next year, however, could be double that amount.

Kaplan Thaler in New York, a unit of Publicis Groupe, succeeds crosstown shop Gotham, an Interpublic Group holding, on the business. A Kaplan Thaler representative said Gotham did not defend; other contenders in the pitch could not immediately be identified.

“We are delighted about working on the Liz Claiborne brand at such an exciting time in its evolution,” said Linda Kaplan Thaler, CEO and chief creative officer, in a statement.

“Our decision to partner with Kaplan Thaler was based on their clear understanding of Liz Claiborne as an affordable designer brand for busy women with demanding lives who care about style and authenticity,” said Pamela Thomas-Graham, a group president at Liz Claiborne.

The agency’s first work for the client will break next year.

The win is significant because it helps bolster Kaplan Thaler’s credentials handling contemporary lifestyle products and brands. The agency also works for Procter & Gamble (on Clairol Herbal Essences, Dawn and Swiffer, among others), Aflac, Continental Airlines, Foxwoods, Marshalls, Pfizer and Revlon.