"They're a great franchise, but they don't have the brand recognition yet," said Don Ziccardi, CEO of the agency. "It's taken several seasons for the company to evolve from an item-specific line to a full collection."
TV spots breaking today rely on fleeting images-a young woman riding a scooter, flirting with her beau, engaged in a pillow fight-and sounds such as squawking seagulls, waves and laughter.
Print ads kicked off with a 10-page insert in March Vogue, followed by spreads and inserts in April issues including Allure, Elle, Martha Stewart Living and Town & Country.
The company hopes to offer the Company by Ellen Tracy line to the consumer as an alternative to other bridge lines such as DKNY, Anne Klein II and CK, Calvin Klein's sportswear line.