CHICAGO: What's the difference between Wal-Mart and Kmart? Around $380 million (€280.05m; £189.42m) in annual billings if you're DraftFCB and have just won the latter after winning then losing the former.
In the wake of Draft's hiring and firing within the space of two months earlier this year, its new business team has not been idle. And although there's a not inconsiderable difference between Wal-Mart's $580m a year and Kmart's $200m, it's still a notable win for the recently melded IPG network.
In all probability the agency gets to keep a greater share of the adspend commission-wise and as Gertrude Stein might have said but didn't: "A mart is a mart is a mart!"
Kmart's surprise decision to move its creative business to Draft FCB from Grey Worldwide was taken without a review.
Data sourced from New York Times; additional content by WARC staff