Talbots replaces Arnold with new ad agency

Clothing retailer Talbots Inc. of Hingham said today that it awarded the Talbots brand advertising account to Publicis after a two-month review process, replacing Boston-based Arnold Worldwide, which had served as Talbots agency of record since 1997.

"We are pleased to be working with Publicis, as we believe they will provide a new and innovative approach to marketing Talbots strong classic brand image," said Andrea McKenna, senior vice president of marketing and catalog development at Talbots. "Publicis has a significant track record in marketing to the baby boomer customer, which will be instrumental in helping us build on our legacy as the retail destination for the 35+ customer."

Talbots Inc. currently operates 1,428 stores in 47 states, the District of Columbia, Canada and the U.K., with 1,157 stores under the Talbots brand name and 271 stores under the J. Jill brand name. Both brands target the age 35-plus customer population. (AP)