Retailer Shifts Campaign Focus

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Lighton Colman here shifts Service Merchandise’s focus from its stores to its customers in a new campaign for the retailer.

The campaign, which breaks regionally this week during the opening ceremonies of the Olympics, continues the approach developed by the agency last year, which touted the retailer’s jewelry selection along with its hardline goods, said account director Liz Brohan.

This year, however, the advertising takes a decidedly feminine approach, showing how women incorporate Service Merchandise’s products into their daily lives, she said.

“The idea is to make a connection with her in her own environment,” she said.





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