Fruit of the Loom, the US clothing manufacturer, which teetered on
the edge of bankruptcy less than two years ago, has appointed
Manchester's Barrington Johnson Lorains to help it reclaim its European
The company is putting pounds 3 million behind a renewed pan-European
initiative that Barrington Johnson will service with its independent
'sister' agencies belonging to the Comvort group.
Barrington Johnson won the creative assignment - previously with the
Bedford-based Anthony Dumreck & Partners - after a three-way pitch
involving agencies from the Midlands and the north.
Media arrangements have yet to be finalised, although CIA Manchester,
which pitched alongside Barrington Johnson, is thought to be in pole
position for the business.
Fruit of the Loom has had a troubled recent history - having slashed
thousands of jobs, it filed for bankruptcy in December 1999.