Bloom FCA Ties Knot Again With Zale

DALLAS – Bloom FCA last week came full-circle with Zale Corp., regaining the client it had helped build over 35 years into the nation’s largest jewelry retailer. The agency wrested creative and marketing for Zales Jewelers from The Richards Group and for Gordon’s Jewelers from Levenson and Hill. L&H was awarded media and promotions for both divisions of the Irving, Texas-based company. The move does not affect the Fine Jewelers Guild account at New York agency Goldsmith/Jeffrey. Zales and Gordon’s spent a combined $8 million on media in 1992, according to LNA/Arbitron. But the company emerges this month from Chapter 11 reorganization and is expected to return to much healthier spending levels. As recently as 1987, when Bloom lost the Zales account, total Zale ad spending was in the $60-65-million range.
Copyright Adweek L.P. (1993)