NEW YORK: Fashion brand Baby Phat hired Kaplow as its AOR following an informal review. Doug Zarkin, VP of marketing at Kellwood, which owns Baby Phat, said that throughout 2011, activities planned for the brand will require a seven-figure budget.
Though informal, he said for the review the company talked to “several agencies of vastly different scales.” Previously, the brand had worked with a number of agencies on a project basis.
“When a brand reaches a certain point in its ...