Nordstrom Places Its $70 Million Media Business in Review

Incumbent Mindshare will not defend

The account has been with WPP since 2014.
Getty images

Retail giant Nordstrom is currently seeking a new agency to handle its nearly $70 million annual media planning and buying business.

The company last held a review in late 2014, when it moved its account from Omnicom Media Group to the Santa Monica offices of Mindshare, which is part of WPP’s GroupM.

Representatives for both Nordstrom and Mindshare have not yet responded to requests for comment on the news. But multiple parties with direct knowledge of the matter confirm that the review is active and that Mindshare will not be participating.

According to Kantar Media, Nordstrom spent just under $70 million on measured media in both 2015 and 2016. This total marks a significant increase from the last time the business was in review as Nordstrom spent approximately $40 million in 2013. The retailer does not currently retain a creative agency of record, though it has worked with various shops on campaigns like last February’s “See Anew,” an effort from Partners & Spade that marked its first TV campaign in more than three years.

Nordstrom, which is in the process of building a new, 367,000-square-foot flagship store in Manhattan, recently received unwanted media attention after dropping Ivanka Trump’s line of clothing and accessories and citing poor sales. The news inspired a series of angry tweets from both the president’s personal account and the official White House account, with Trump writing that his daughter had been “treated so unfairly” and adding the requisite “Terrible!”

Co-president Peter Nordstrom later told analysts that Trump’s tirade had no discernible effect on his company’s business, which reported a 3 percent increase in sales for the fourth quarter of 2016, but still fell just short of Wall Street’s forecasts.

This week, the retailer’s Barracuda straight leg jeans inspired headlines around the media world thanks to a “crackled, caked-on muddy coating that shows you’re not afraid to get down and dirty.” In other words, they’re covered in fake mud.