Fruit of the Loom Goes to Richards

The Richards Group last week was tapped to handle consumer advertising for Fruit of the Loom. The account, which includes media and creative, is estimated at $15-20 million.

The Dallas shop bested Campbell Mithun in Minneapolis and Creative Alliance in Louisville, Ky., for the underwear and activewear maker’s business. Previously, the agency was Warwick Baker O’Neill in New York, which resigned the account earlier this year after the client said it would reorganize under Chapter 11 bankruptcy, according to the shop.

“It’s almost like a relaunch for us,” said John Shivel, the client’s vp of marketing services.