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NOT SO LAID BACK: Tommy Bahama is ready for its close-up.
On Sept. 5, the men’s and women’s sportswear brand will be featured on AMC’s “The Pitch,” a series that chronicles advertising agencies as they pitch brands for their business. The program made its debut last year and won a Critic’s Choice nomination for best reality competition series.
This story first appeared in the August 28, 2013 issue of WWD. Subscribe Today.
The episode will feature Rob Goldberg, senior vice president of marketing; Stephen Cirona, senior vice president of women’s sportswear, and Ferdinand Van Alphen, vice president of creative services, who will be choosing between two agencies and their creative ways of getting out the brand’s message.
Van Alphen said the agencies were asked to come up with ideas for how the company could improve the growth of its women’s business, which just hit sales of $100 million.
“We love our customer, but we want to introduce ourselves to a wider audience,” he said. So when AMC came knocking, the company agreed to be featured.
Van Alphen, who owned his own creative agency before joining Tommy Bahama, enjoyed being on the other side of the table for a change. He also appreciated the creative ideas the agencies came up with in a short period of time. They were only given one week. “In the real world, they would have had more time,” he said. But he wouldn’t tip his hat on what ideas were presented and whether the company hired the agency to implement them. “I would be shot by the network if I said anything,” he said with a laugh.
Other brands to be featured in season two include 1-800-Flowers, Fuller Brush Co., Gibson Guitar Corp. and Little Caesars.