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Dillard’s has shifted about $60-80 million in media-buying to Southwest Media, a division of Square One. The Dallas-based agency picked up the business last Friday following a review, which included an undisclosed number of Dallas and Houston agencies, Dillard’s representative Julie Bull confirmed.
The Little Rock, Ark.-based department store chain, which spends about $200 million annually on advertising according to CMR, declined to reveal the scope of the assignment with Southwest. Dillard’s handles its print advertising and catalogue work in-house; the client also spends heavily on co-advertising efforts with its brand-name suppliers.
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