Target Enlists West Coast Shop




Mervyn’s Creative Moves From Martin/Williams to Suissa Miller
LOS ANGELES–Mervyn’s California has tapped Suissa Miller, Santa Monica, Calif., to handle creative duties for its estimated $65 million broadcast advertising account.
Martin/Williams had been handling the majority of work for the Oakland, Calif., unit of Target Corp. The Minneapolis shop will continue to handle projects for Mervyn’s, said Frank Castiglione, senior vice president of marketing and advertising for Mervyn’s. Haworth Marketing and Media Co. in Minneapolis will continue to handle the retailer’s media buying.
The addition of Suissa Miller, led by CEO David Suissa, to Target’s roster was made without a review, Castiglione said.
“We’re a West Coast-based com-pany, and we wanted someone who understood that West Coast at-mosphere,” he said. “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.”
Mervyn’s, like all Target divisions, does not assign lead shops or have agency-of-record designations. Rather, the company prefers to work with a stable of roster shops on a project basis.
Suissa will be asked to amplify Mervyn’s “Big brands, small prices” positioning. Recent work from M/W depicted everyday situations while a voiceover highlighted the many brands Mervyn’s carries.
Last year, the company turned to Peterson Milla Hooks in Minneapolis to handle the bulk of the advertising duties for its flagship Target Stores, an assignment M/W held in years past.
M/W officials said they were aware that Suissa had been added to Mervyn’s roster, but did not know the extent of the agency’s assignment for the retailer. K