Campbell-Ewald Gets Chain’s $10 Mil. Account
DETROIT-With plans for an increased online push to compete in a crowded and volatile bookselling market, Borders Group has shifted its $10 million creative and media account to Campbell-Ewald Advertising, Warren, Mich.
Incumbent Butler, Shine & Stern, Sausalito, Calif., participated in the review for the Ann Arbor, Mich.-based book and music retailer, along with Arnold Communications, Boston; Grey Advertising, New York; Perich + Partners, Ann Arbor; and two undisclosed agencies [Adweek, April 19].
Borders assigned creative to Butler in July 1997, while media was placed at Carat North America, New York.
Campbell-Ewald was chosen because it “captured the Borders brand experience in a way that connected with our entire team,” said Tami Heim, Borders’ senior vice president of sales and marketing.
The shift comes as competition heats up among booksellers, especially online. Barnes & Noble, the largest U.S. bookseller, has raised ad spending in an effort to keep pace with No. 1 online book retailer Amazon.com. The latter had a two-year head start selling books on the Web, and its revenue was almost 10 times the size of barnesandnoble.com’s last year.
Borders has not yet advertised its Web site, but is expected to soon, sources said. The online issue was a key point agencies were asked to address during presentations, sources said. Campbell-Ewald’s first work, which is likely to include TV, is expected this summer.
Borders has about 250 locations in the U.S., with plans to open 45-50 domestic and five international stores this year. ƒ
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