Toth Picks Up Riders Apparel

Toth Brand Imaging has added advertising chores for VF Corp.’s Riders Apparel, a sister brand of Wrangler, a Toth client for nearly two years.

Toth, Concord, Mass., assumes Riders duty from Fallon, the Minneapolis shop that held the account since 1986. Fallon would say only that it recently “parted ways” with Riders.

Riders spent $5-6 million on ads in 2000, according to Competitive Media Reporting.

To market Riders jeans, Toth will create an integrated campaign with a strong print component, one of the agency’s specialties.

A campaign set to launch this fall will target women age 25-40, according to COO Dick Emerson.

Spending has not been finalized.

“We’ve had a great experience working with Toth on our Wrangler Hero business,” said Mark Clift, vice president of marketing communications for Greensboro, N.C.-based VF. “This seemed like a logical next step for us.”

“This is the best kind of win—a reinforcement that by doing good work for an organization, you can grow along with it,” said president and executive creative director Mike Toth.

The agency won the $30 million Wrangler account from VF in late 1999. Recent multimedia efforts for Wrangler, including a national TV push launched last summer, have been tagged, “Real. Comfortable. Jeans.”

Though the agency handles a mix of clients, Toth is best known for apparel work on behalf of Wrangler and others such as Unionbay, Keds, Stride Rite and Sergio Valente, a producer of high-end jeans.