CHICAGO-Fruit of the Loom Inc. has identified a list of contenders for its $28 million North American account, but Leo Burnett has declined to participate.
Burnett’s Toronto office-which assumed control of the account from the Chicago office last year-resigned the U.S. and Canada business rather than take part in the review. Sources said Burnett bowed out after the Bowling Green, Ky.-based client had tested new creative ideas from the incumbent and from Warwick Baker & O’Neill, New York, the agency for the client’s BVD underwear brand. Apparently not satisfied with the results, the company initiated talks with several non-roster shops.