NEWS: Etam names Clark and Taylor in a bid to adapt its image

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.

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

consistent image.



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

rival.



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

the appointment.



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