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After a dozen years at The Richards Group, Fruit of the Loom is reviewing its creative and media business.
Media spending on the brand exceeded $32 million last year, up slightly from about $31 million in 2010, according to Nielsen. Those figures don’t include online spending.
Pile + Co., a Boston-based consultancy, is managing the search, which is at the request-for-proposals stage, according to sources. Richards is not defending.
In a statement, Fruit of the Loom said that "with a new management team in place," the company is seeking an agency with a "fresh perspective on how to market [its] brands and strengthen consumer engagement."
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