Swiss Army Seeks Shop to Carve Branding Ads: Knife Maker Wants Stronger Identity Due to Growing Product Mix

BOSTON-Hoping to sharpen its brand identity in the face of growing confusion, Swiss Army Brands has approached ad agencies about handling its estimated $2-3 million creative assignment.
The client is seeking an agency to create strong brand advertising that will cut across all its product lines and help formulate a more distinct image with consumers, sources said.
Among the shops contacted by the Shelton, Conn.-based client are Mullen in Wenham, Mass.; Gearon Hoffman in Boston; Mad Dogs & Englishman and Kirshenbaum Bond & Partners, both in New York.
Despite Kirshenbaum’s ownership of Mad Dogs, the two agencies have competed against each other in the past.