G2 GETS CACHE: G2 New York has been awarded the advertising account for Caché Inc., the New York-based women’s fashion retailer. G2 is a partner company of Grey Global Group, part of advertising agency WPP. Caché operates 291 stores, as well as an online store at cache.com. Plans call for the development of a new marketing program, including brand positioning, print, online, out-of-home advertising and direct mail. The branding initiative will be launched nationally in March. According to Nielsen Monitor-Plus, Caché’s account was estimated at $5 million last year. G2 declined comment on Caché’s current ad budget.
This story first appeared in the October 24, 2005 issue of WWD. Subscribe Today.