Jo-Ann Crafts Review

Jo-Ann Stores, the country’s largest fabric and craft retailer, is looking for a shop to handle its $25-30 million weekly circular account, sources said.

Following a separate but parallel agency search, the Hudson, Ohio-based company has moved its $5-8 million branding business to Fame, a direct and promotions unit of Martin/Williams in Minneapolis, sources said. A Fame representative confirmed the unit was working with Jo-Ann but could not provide details on the scope of the assignment.

The proposal request for that portion of the business said the company planned to do a “major national repositioning.”

Barb Semen, vice president of marketing for Jo-Ann Stores, could not be reached for comment.

The incumbent for at least the branding portion of the business was Liggett-Stashower in Cleveland. Evelyn Allen, a senior vice president at the agency, said the shop is still doing work for Jo-Ann but is not participating in the review.

After unifying its stores under the Jo-Ann name and developing a megastore concept in 1999, the company said that it was putting $35 million behind a branding campaign.

Recorded spending is much lower, with about $5 million in 1999 and just $1 million through May of this year, per CMR.

Liggett-Stashower’s 1999 branding campaign included print, direct mail and a TV spot built around the theme, “I am.” In a 30-second TV ad using the tagline “Experience the creativity,” women are shown anticipating the creative projects they will tackle next. One woman plans room renovations, while another sews for her daughter.