Suissa Miller Wins $65 Mil. Mervyn’s Stores

Looking to add local flavor to its lineup, Mervyn’s California has tapped Suissa Miller to handle creative duties for its estimated $65-million broadcast advertising without a review.
Oakland, Calif.-based Mervyn’s, a unit of Target Corp., operates 267 stores in 14 states. “We’re a West Coast-based company and we wanted someone who understood that West Coast atmosphere,” said Frank Castiglione, svp of marketing, about hiring the Santa Monica, Calif., shop. He added that the assignment came not in competition but in admiration: “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 incumbent Martin/Williams, Minneapolis, on the business. Mervyn’s does not assign lead shops or agency-of-record designations, but works on a project basis. The Midwest agency has worked with Mervyn’s for several years and most recently created a broadcast campaign that broke last February. Castiglione said the roster change was made “in a phase where we’re focusing in on our sales line and profitability.”
Haworth Marketing and Media Co., Minneapolis, continues to be Mervyn’s media-buying resource.
For Suissa Miller, the new assignment continues a hot streak begun in the fall of 1999. Since that time, the agency has added an estimated $195 million in new business from such clients as Jenny Craig, CalFed, eFrenzy, allrecipes.com and others.