Target Expands Kirshenbaum’s Role to National Print Campaign




NEW YORK-The relationship between Kirshenbaum Bond & Partners and Target Stores, born in December 1996, is expanding.
The Minneapolis-based discount store chain has asked the New York shop to create a national print campaign for both its housewares and personal fashions. One execution, scheduled to break in July, features a woman dressed in clothes sold at the store curling her blond hair in a waffle maker, also available at Target.
In addition, the campaign Kirshenbaum launched in March to introduce Target to New Yorkers will be adapted to other markets in the fall. “The theme the agency created for New York can be applied to just about everywhere in the country,” said Bob Thacker, Target’s vice president of marketing.
The TV ads, which depict Target staffers handling impatient shoppers warmly, are tagged, “Are you ready for a store like this?” Billings for the initial assignment were estimated at $10-15 million, sources said.
Separately, Target roster shop Martin/Williams in Minneapolis broke a national TV spot on June 29 promoting a program that allows Target credit card holders to donate 1 percent of their spending to schools.