Toth Beats Threeto Reel In Orvis Co.

A passion for fly-fishing and outdoor activities shared by several executives at Toth Brand Imaging and the shop’s penchant for “lifestyle branding” have led to an assignment from Orvis Co.

The Concord, Mass., agency bested three undisclosed shops for the project, which includes creating a brand identity that will translate across all Orvis’ markets and distribution channels, including catalogs, retail venues, the Internet, dealer/wholesale accounts and its fishing schools.

While the budget was not given, Toth COO Dick Emerson called the work a “project of significant scope” that will last into first-quarter 2001. Orvis, which sells clothing, luggage, home furnishings, gifts and fly-fishing equipment, spent less than $1 million on ads in 1999, per Competitive Media Reporting. This does not include catalogs, which constitute the lion’s share of the company’s marketing efforts, said Orvis director of advertising Bill Eyre.

Orvis, in Manchester, Vt., has mainly handled advertising, catalogs and promotions in-house, but hired Toth to help it gain recognition as “the leading resource for distinctive country living in America,” said Eyre. The company operates 23 retail stores and sells merchandise through about 600 other outlets worldwide.

“We felt that an outside resource was the best and most informed way [to create a brand identity],” said Eyre, adding that Toth was tapped for its track record with classic American and lifestyle brands. “We do great work with iconic brands,” said Emerson. K