Shoemaker Tops Bohan’s Account Acquisitions

Bohan is on a winning streak. The Nashville, Tenn., agency has added five new clients to its roster: Hammer Bowling, a division of Ebonite International in Hopkinsville, Ky.; the Frist Center for the Visual Arts; the Country Music Hall of Fame; and the Nashville Zoo, all in Nashville. Those acquisitions are topped by Johnson & Murphy’s estimated$5 million account.

Bohan won J&M’s shoe business in a quiet review against a handful of local rivals including Dye, Van Mol & Lawrence (which handles the client’s public relations account), the Buntin Group, DH&Q/Tombras and Alcott Routon, plus Lewis Advertising in Brentwood, Tenn.

J&M, a division of Genesco, also in Nashville, shifted its business from Fitzgerald + Co., after spending a year with the Atlanta shop.

Sources said the agency move stemmed from personnel changes at Genesco’s branded division. The company’s recently in-stalled president and chief executive officer, David Zumbach, was looking for a hometown shop and a new creative face for its line of men’s footwear.

“They were candid about wanting to keep the account in Nash-ville,” said John Sharpe, chief marketing officer at Bohan. “But we were all on the alert. If they didn’t see what they wanted here, they would go to the larger markets.”

According to Sharpe, the most critical element in apparel advertising is the photographer. Most product visuals, however, are limited to overhead and side views, he said. For its final presentation to the client, Bohan used original photography with different viewpoints from Christiana Ceppas, Michael Belk, Andy Anderson, Terry Huseby, Jim Ericson and Jean Moss, among others.

“We shot their [J&M] product in ways they hadn’t seen before,” Sharpe said.

J&M, long known for its dress shoes, is having a harder time finding a niche among younger men whose footwear includes more casual styles.

A print campaign is expected to break in early 2003.