Jockey picks Grey for $15 mil account

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Grey Advertising, knocked out earlier in the creative review process, came back to nab the $15 million Jockey International account.

The decision to award Grey's New York office the business for men's and women's underwear plus women's hosiery came after what agencies are calling a drawn-out, sometimes confusing review. Media remains at Advanswers, St. Louis.

REVIEW BEGAN IN SPRING

Jockey put the account in review in late spring, with Grey, M&C Saatchi and Partners & Shevack, all New York, as the original contenders. Incumbent Fairman, Schmidt & Cappelli, Chicago, did not participate. After Grey was cut, the review came down to M&C Saatchi and Partners & Shevack.

Those agencies expected a final decision in August, but in September Jockey invited Grey to pitch again, and also asked Wells BDDP, New York, and Martin/Williams, Minneapolis, to join in.

Grey Exec VP-Executive Creative Director Robert Skollar said that after his agency was cut, it called the marketer to get feedback on what the agency did wrong. He said the resulting information was like having a "crib sheet" for the second presentation.

"I felt we could potentially see something very powerful from Grey," said David Drescher, VP-marketing and advertising at Jockey. "We invited them to, as Bob Skollar called it, a `do-over.' I felt very strongly that we weren't seeing their very best work, so I thought it was worth asking them if they'd like to come back."

Messrs. Drescher and Skollar worked together for several years when the former was at Fruit of the Loom, a former Grey client.

BEGINNING IN EARLY `98

The campaign from Grey, slated to break early next year, will include print, outdoor and possibly TV and will represent the heritage, authenticity and believability of the brand, according to Mr. Drescher.

"We'll show Jockey as the fashion resource that we are in a fun and contemporary way."

"They're in a fashion world, and they have to start talking like that and looking like that," said Mr. Skollar.

Copyright September 1997, Crain Communications Inc.

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