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Brookstone Preps Holiday Marketing Push

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CHICAGO Independent agency Cramer-Krasselt/Hampel Stefanides has created a holiday advertising campaign for Brookstone, the retailer's first such concentrated effort.

A larger push is expected to come next year, according to the shop, which was recently named Brookstone's first outside ad agency.

The seasonal effort juxtaposes holiday desires with everyday needs and suggests that gift giving is not only about the receiver. The campaign's tagline: "Give them what they want." The ads will appear in print and online media such as The Wall Street Journal, USA Today, Food.com and Weather.com.

After the holidays, the agency and its public relations subsidiary CKPR will create a broader brand effort to run through next year, according to the shop.

"It's always special to be named the first agency of record for such a well-known brand," said Jeff Johnson, general manager of the New York agency. "Brookstone products are already popular on holiday wish lists, and that means that all eyes will be on this campaign to deliver truly breakthrough fourth-quarter results."

The win is the first major account for the New York office since Johnson joined the shop as general manager in July. He was previously CEO of independent agency WestWayne in Atlanta.

Billings for the campaign were undisclosed. Brookstone's best-known competitor, The Sharper Image, spent more than $85 million on advertising last year, according to Nielsen Monitor-Plus.