Simms Fishing Retains Mullen

Mullen last week added advertising chores for Simms Fishing Products.

Simms had most recently worked with Barnhart/CMI Advertising of Denver. The business, estimated at $5 million but likely to grow, moves to Mullen, Wenham, Mass., without a review.

Simms tapped Mullen based mainly on the client’s past relationship with agency senior vice president/-group creative director Jim Hagar, who oversaw campaigns for Simms several years ago when he was with Jackson, Wyo., agency Riddell Ad-vertising & Design.

Upcoming work for Simms will be largely print- and design-based; TV may also be in the mix, Hagar said.

“Forming a partnership with Mullen allows us to tap into Jim’s passion and knowledge for our business,” said K.C. Walsh, president of Simms. “And it gives us access to Mullen’s broader network of talent and resources to build our brand.”

Mullen has been in a bit of a slump in terms of attracting marquee clients. The agency has added work for Labatt USA’s Sol Beer, the upcoming public TV series Evolution and technology concern NeuLevel, but has fallen short in high-profile reviews for Olympus and Lockheed Martin. The shop’s Mullen/LHC affiliate in Winston-Salem, N.C., has lost several accounts, including Sara Lee’s Hanes.

Simms, located in Bozeman, Mont., manufactures waders, boots, fishing vests, jackets and related fly-fishing accessories. The company was formed in the early 1980s by former Montana fishing guide John Simms and Life-Link International; Walsh bought Simms from Life-Link eight years ago.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.