Troy, Michigan-headquartered Kmart Corporation has handed its $100 million advertising business to the New York office of TBWA/Chiat/Day. TBWA’s victory came after a shoot-out with rival New York shop, Lowe Lintas & Partners Worldwide.
Current agency Campbell Mithun, Minneapolis, will continue to handle Kmart’s work through to spring 2001 when TBWA’s new offerings will be launched.
According to recently appointed Kmart chairman-ceo Chuck Conaway, the brand will be repositioned via the spring campaign. He hailed TBWA’s "insight, creativity and passion'' which will drive a "consistent and complete communication plan that leverages the Kmart brand, drives sales and strives to create a sustainable emotional bond with our customers.''
News source: Advertising Age - Daily Deadline