Fallon Helps Reinvent Nordstrom's Ad Strategy

Nordstrom will attempt to reinforce an upscale, fashion-oriented identity with its first-ever branding effort, a $40 million campaign from Fallon McElligott.
The Seattle retailer’s campaign, which will break Feb. 21 on national broadcast and cable networks, is the outgrowth of an 18-month “brand audit” Fallon and Nordstrom undertook after the Minneapolis agency won the account in March 1998. The company launched the study in an effort to grasp a solid image as it grew into a national retail chain.
“Our competitive landscape has dramatically changed,” said Linda Finn, Nordstrom’s vice president and marketing director.