American Eagle Outfitters, Warrendale, Pa., selected McElroy:FCB, Newport Beach, Calif., to handle a back-to-school TV campaign breaking this summer. Spending is thought to be in the $10 million to $15 million range. Last year, American Eagle spent $2.9 million on advertising, according to Competitive Media Reporting. The retail chain, selling apparel for men and women 16-34, has 470 stores in 45 states with plans to open 80 more by the end of the year. Competitor Abercrombie & Fitch last year launched its first TV campaign, via Shahid & Co., New York. Each chain also uses a direct mail magalog as its primary marketing vehicle.
Copyright April 2000, Crain Communications Inc.