$65 Mil. in Broadcast Creative Comes to L.A. Without a Review
LOS ANGELES–Looking to add some local flavor to its agency lineup, Mervyn’s California named Suissa Miller to handle creative duties on its estimated $65 million broadcast ad account without a review.
Oakland, Calif.-based Mervyn’s, a unit of Target Corp. in Minneapolis, operates 267 stores in 14 states, most of them west of the Mississippi. “We’re a West Coast-based company, and we wanted someone who understood that West Coast atmosphere,” said Frank Castiglione, senior vice president of marketing, about the decision to bring the Los Angeles shop on board.
Castiglione also said the company didn’t feel the need to hold a competition for the assignment. “We had brief contact a number of years ago [with Suissa Miller], and as we started to look for agencies who could really understand our business, their name popped to the top of the list.”
Castiglione said Mervyn’s will continue to work with its other roster shop, Martin/Williams of Minneapolis. Mervyn’s does not make lead agency or agency-of-record designations but prefers to work on a project basis. M/W has worked with Mervyn’s for several years and most recently created a broadcast campaign that broke last February. Castiglione said Suissa Miller comes on board at a time when the company is “in a phase where we’re focusing in on our sales line and profitability.”
Haworth Marketing and Media Co., Minneapolis, continues as Mervyn’s media buying resource.
The Golden State shop will be asked to amplify Mervyn’s “Big brands. Small prices” message and may be called on to do work in other media for the client, Castiglione said.
For Suissa Miller, the assignment continues a hot streak that began last fall. Since that time, the agency has added an estimated $195 million in new business, most of it in review competition, from clients such as Jenny Craig, eFrenzy, Allrecipes.com and others. In one notable streak last November, the shop picked up four accounts worth a total of $50-60 million in billings in four days, including creative and media duties for California Federal Bank, Strong Capital Management and UB Networks, and creative duties for Edmunds.com.
Suissa Miller currently claims $345 million in capitalized billings, making it one of the top 20 agencies in the West. K