• by Larissa Faw , August 18, 2017

Tailored Brands has named  EP+Co as its new AOR for Men’s Wearhouse in the U.S. and Moores Clothing for Men in Canada following an informal review. Phenomenon served as the incumbent agency.

The appointment is part of an effort, including a new ad campaign,  to shift the client’s brand positioning  from the clothes to more of a focus on the men who wear them.

The new approach is based in part on the insight that men spend 99.5% of their lives not shopping for clothes. "The brand promise has always been to give men more confidence by helping them like the way they look," says Matt Stringer, EVP, Marketing, Tailored Brands. "This new campaign is driven by a spirit of self-acceptance that clothes should fit the size of the man - not just S, M, L or XL."

The strategy is to change the way men buy suits, by making custom as easy and affordable to buy as a suit off the rack. "We recognize our consumers’ lifestyles, their desires and what it means to be a part of modern manhood," says Stringer.

New creative will support the fall/winter campaign across broadcast and online content, particularly via Men Wearhouse's YouTube channel. The retailer is also ramping up its digital mix, particularly social, with content from influencers like Joseph Abboud, the NBA Coaches Association and GQ Magazine."

The Men's Wearhouse U.S. ad budget was $56.35 million in 2016 down from $67.67 million in 2015, according to Kantar Media.