"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