February 11, 2020
Tailored Brands has appointed Starcom as the company’s media agency of record in the U.S. and Canada for all of its retail brands, including Men’s Wearhouse, Jos A. Bank, Moores Clothing for Men and K&G. The appointment follows a formal review.
Previously the work was handled in-house.
Annual billings are estimated at $80 million.
The win coincides with the arrival of Carolyn Pollock as Chief Marketing Officer at Tailored Brands.
The client seeks to interject more data-driven analysis into its media planning and buying which is “critical as we look to reach a younger and increasingly digital-first customer,” says Pollock.
Tailored Brands continues to undergo a major internal and external makeover.
Last March, the company named Dinesh Lathi to the top job, joined by new hire Rich Hansen, who previously served with both Walmart and eBay, as head of strategy and analytics.
"In a world of slow or declining foot traffic, a strong ecommerce business will be an essential driver of growth," said Lathi during an earnings call.
Tailored is also revitalizing its advertising across its various brands. Last summer, to that end, Men's Wearhouse continued to pivot further away from promotional price messaging to introduce its first-ever culture-driven lifestyle campaign encouraging men to present their better selves.
The "Good on You" creative, developed with EP+Co, launched with a long-form film, shorter brand spots and various vignettes that highlighted different men’s stories. They were shown on broadcast and via paid social content.
See original article in MediaPost here.