Octopus to Get Jockey

Jockey International is poised to hire Octopus, a newly formed spinoff of Cyclops Productions, to handle its estimated $10 million creative account.

The client split with Grey Worldwide in New York last November. Jockey will be the first client for New York-based Octopus, which also has an office in San Francisco. A launch assignment for Jockey’s new Life product line was the catalyst for the formation of the shop, which maintains a strategic partnership in both cities with Cyclops.

“The client came to Cyclops for help with the launch, and the work was so successful that they asked us to assemble a creative team and tackle another project for the main Jockey brand,” said Michael Jurkovac, president of Cyclops.

“[Octopus is] handling a Jockey brand assignment, and we are in the process of discussing a long-term relationship,” said Mark Ho-gan, Jockey’s vp of advertising and marketing.

There was no review.

Both the Jockey brand and Life campaigns include Web, print and outdoor ads to debut in April. Sources said the work will reposition the core brand, taking a more provocative and “simple” approach than that of prior efforts, which showed real-life professionals posing in their underwear with the tagline, “Let ’em know your Jockey.”

The new creative boutique will be run by project director Chris Lepley, formerly of then Hal Riney & Partners and Blazing Paradigm, both San Francisco, and creative director Stephen Wille, an alumnus of FCB in San Francisco. Freelance copywriter Ernest Lupinacci is Wille’s partner on the Jockey brand campaign. Robbie Caponetto