Etam, the troubled high-street fashion retailer, has appointed Clark and
Taylor to handle its advertising more than six months after aborting its
search for an agency.
Publicis and Abbott Mead Vickers BBDO were the original contenders for
the pounds 2 million account last summer, but the company abandoned its
plans as it underwent a series of high-level management changes.
The choice of Clark and Taylor to run its first advertising campaign
comes at a time when the mass-market chain is trying to develop a
Etam, which has a total of 250 stores and incorporates the Tammy and
Snob ranges, reported a 24 per cent drop in pre-tax profits last year to
pounds 10.7 million.
Industry observers say it has been trying desperately to present a
unified image and match the growth of Dorothy Perkins, its biggest
At the same time, it has been torn between plans to move upmarket or to
stick with its mid-market appeal.
Its South African management has introduced senior personnel changes
that have resulted in the departure of Etam’s marketing director, Rob
Thomas, and the arrival of Nick Hollingworth, from the Burton Group’s
Evans chain, as managing director.
Simon Clark, Clark and Taylor’s chief executive, refused to comment on