CHICAGO – In its presentation to Shopko Stores executives last week, Campbell-Ewald Advertising’s pitch team never once said, “Chevrolet.”
That proved a winning strategy. Shopko awarded its $12 million broadcast account to CEA over four competitors after being convinced the account wouldn’t be lost among the agency’s larger businesses, the biggest of which is Chevy.
“They treated us as if we were the most important account they’d ever have,” said Terry McDonald, senior vice president of marketing at the Green Bay, Wis.-based retailer, who also cited the shop’s interactive department, ad library and in-house production facilities as key to the decision.
CEA in Warren, Mich., bested finalist agencies Cramer-Krasselt and Grant/Jacoby, both Chicago; Hoffman York, Milwaukee; and Valentine Radford, Kansas City, Mo. Those shops were cut from an original list of 10.
Shopko split with Bozell in Chicago in February. CEA will begin buying media Oct. 1, McDonald said. The agency will also work on a new media strategy.
Jim Palmer, CEA’s executive vice president, compared Shopko’s marketplace situation to client Farmer’s Insurance: a regional business in the middle of the pack.
“In order to compete from the middle, you have to be smart and use your resources more effectively,” Palmer said. “And you have to have a great brand strategy.”
He added the plan for Shopko includes a brand message that “resonates better with their target consumers.” The media strategy will also be re-evaluated, he said. ¡