$200 Mil. Retailer Shifts to MindShare
BOSTON MindShare has confirmed adding media buying and planning duties for Kmart without a review.
The work, worth an estimated $200 million, moved to the New York-based agency from its WPP Group sister shop MediaCom.
MindShare
already handles media chores for Kmart parent Sears, Roebuck and Co., which last year spent more than $800 million overall in measured media, per TNS Media Intelligence. Media spending on the Kmart brand was $190 million.
Sears and Kmart merged one year ago. WPP's Young & Rubicam in Chicago serves as lead creative agency on the Sears account. The shop picked up the assignment last October following a consolidation; the work had previously been split between Y&R and WPP's Ogilvy & Mather, Chicago.
WPP's Grey in New York handles creative on Kmart.
The work, worth an estimated $200 million, moved to the New York-based agency from its WPP Group sister shop MediaCom.
MindShare
Sears and Kmart merged one year ago. WPP's Young & Rubicam in Chicago serves as lead creative agency on the Sears account. The shop picked up the assignment last October following a consolidation; the work had previously been split between Y&R and WPP's Ogilvy & Mather, Chicago.
WPP's Grey in New York handles creative on Kmart.
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MindShare has confirmed adding media buying and planning for Kmart without a review.
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In every respect it was a risky endeavor.
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