Lowe Wins Bauer, Taps Director

SAN FRANCISCO-The new West Coast office of Lowe & Partners/SMS has landed Eddie Bauer’s estimated $4-8 million account and announced the appointment of a managing director.
Bob Jeffrey, former executive vice president of Lowe & Partners, New York, will manage the new office in San Francisco. Jeffrey was a key player in winning the Bauer business as well as the account that led to the office’s opening, Sun Microsystems. The 4-month-old shop also handles consumer ad duties for Oral-B Laboratories and has estimated billings of $100-150 million.
The agency will hire at least 35-40 people from the Bay Area to staff the new office, according to Marvin Sloves, co-chairman of Lowe & Partners/SMS. About eight employees, including some from the shop’s New York office, are already in place.
Creative staff has not yet been hired. Creative duties and the bulk of strategic planning will be supervised by the New York office.
The agency will be responsible for creating corporate branding work for Eddie Bauer. “We are very proud to add their name to our list of great corporate clients,” said Sloves.
Advertising will include broadcast, print and outdoor executions, as well as some retail-oriented work.
Seattle-based Bauer, a subsidiary of Spiegel, is an outdoor apparel retailer. Bauer’s previous agency was Black Rocket in San Francisco, which chose not to participate in the review. Other finalists for the account were Rubin Postaer and Associates in Santa Monica, Calif., and Citron Haligman Bedecarre in San Francisco.