Big Lots Hires Lead Creative Agency

Retailer breaks from project-based approach

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Big Lots has bundled its creative business at a single shop. The retailer has awarded the account to Barkley after a review. Annual media spending exceeds $50 million, according to Nielsen.

A handful of other undisclosed contenders competed for the business. Pile + Co. in Boston managed the process.

The creative assignment includes broadcast, print, in-store and online advertising.

Previously, Big Lots employed creative shops such as SBC Advertising on a project basis. Media planning and buying was not part of the review and remains at Interpublic Group's Initiative.

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