Re-Branding Lord & Taylor
New York–based venerable retail chain Lord & Taylor will kick off a $10 million re-branding campaign in the fall to modernize its image and recognize the retailer’s 181-year history. The campaign is the brainchild of David Lipman of the Lipman agency. The ads were shot in California by Mario Testino and feature a mix of models and celebrities, including models Carolyn Murphy and Lauren Hutton, artist Ed Ruscha, socialites Lauren Davis and Lydia Hearst, and the children of John McEnroe and Clint Eastwood. (Lipman and Testino also created the St. John ad campaign featuring Angelina Jolie.) The ads will begin running in the September issues of several consumer magazines, in national daily newspapers and on billboards in Boston, Chicago, Connecticut, Detroit, Philadelphia and New York.
