Meridian Resets Account Structure for Kmart

Agency Looks for More Effective Setup With Focus on Teams
DETROIT–Meridian Advertising is reorganizing the management structure of its cornerstone Big Kmart and Super Kmart accounts in an effort to be more “efficient and effective,” an executive with the shop said.
The Troy, Mich., agency, which handles the retail creative, production and promotion portions of Kmart’s advertising and marketing business, has moved to what president Dan Surdell described as “more of a team structure.”
Tasha Majchrzak, who remains management supervisor on all aspects of the Kmart business, previously had 13 account executives reporting to her. Those executives have been organized into four account service teams, each directed by a senior account executive.
Four team leaders will report to Diane Giorlando, director of account services, a new title and position at the agency. Giorlando in turn will report to Majchrzak. Giorlando’s duties include making certain all Kmart advertising is strategically on target for the specific merchandising departments. The four team leaders under Giorlando are Kristen West, Kristin Wangbichler, Darlene Freeborn and Bryant Wynes.
“Our new team structure for Kmart provides specialization,” which assists in responding to changing merchandising demands in retail advertising, Majchrzak said.
Kmart spent a total of $339 million on measured advertising in 1999, of which about $147 million was allocated to non-national newspaper advertising put together by Meridian, according to Competitive Media Reporting.
Campbell Mithun Esty handles both creative and media for the Troy, Mich. retailer’s TV and magazine advertising.
Kmart itself is restructuring its management. The retailer tapped Charles Conaway, president and chief operating officer at drug chain CVS Corp., to replace Floyd Hall as chairman and chief executive. Conaway signed a five-year contract and takes the helm at the discount store chain immediately. K