Arnold Brings in Field’s Work

Arnold Communications will handle a broad branding project for Target Corp.’s Marshall Field’s department stores, sources said.

The project, which is expected to be announced this week, was awarded to the Boston agency without a review, sources said. The shop is charged with contemporizing the Midwest chain’s overall image in the face of heightened competition from online and catalog retailers, specialty stores and large rivals such as Nordstrom, sources said.

Televison, print and online efforts are part of the assignment, as well as media planning and possibly buying, though details were still being finalized at press time late last week, sources said.

Target Corp. spent $23 million on advertising for its Marshall Field’s stores, according to Competitive Media Reporting. Souces indicated, however, that spending could double or even triple depending on Arnold’ s recommendations for the brand, sources said.

Target—which owns several brands, including Dayton’s and Hudson’s and Target Stores—works with numerous agencies nationwide across its many properties and typically distributes projects among a roster of agencies.

Client officials could not be reached and executives at Arnold, including agency chairman Ed Eskandarian, did not return calls on Friday seeking comment about the Marshall Field’s assignment.

Arnold also last week was awarded duties on’s $75-90 million advertising account. —with Rebecca Flass and Aaron Baar