STARTER IN SEARCH OF A TOUGHER GAME FACE

     Starter has put its $10M advertising account with TBWA
Chiat/Day, New York, under review, in a search for "something
with lots of attitude that does a better job of sounding a
rallying cry to motivate purchase," according to Starter
VP/Marketing Ian Gomar.  In the current BRANDWEEK, Terry Lefton
reports Starter has been "hit hard by labor unrest" in pro
sports, even though they remain the NFL's top-selling licensee.
Lefton notes, "Starter must find a way to differentiate while
defending itself from behemoths like Nike ... and Reebok."
Starter is currently using an eight-month-old "unity" spot from
Chiat/Day with the tagline "It's about team."  Lefton reports
four agencies will compete for the account:  Publis/Bloom, New
York; Margeoles Fertilla, New York; DeVito Verdi, New York; and
fourth, yet to be determined, competitor.  Starter lost $4.8M in
'94 on sales of $380M (BRANDWEEK, 10/16 issue).