Omnicom Group's GSD&M Idea City in Austin, Texas, has picked up advertising chores for Zale Corp., which operates the Zales, Zales Outlet, Gordon's, Mappins and Peoples brands.
The jewelry retailer spent nearly $50 million in measured media during each of the past two years, though just $3 million on ads during the first half of 2010, per Nielsen.
The client had previously worked mainly with Dallas-based independent The Richards Group.
A multimedia effort for the U.S. and Canada covering TV, print, radio and out-of-home media is planned for early next year. GSD&M will handle creative development for both markets, as well as U.S. media duties. (Publicis' Zenith Optimedia buys media for Zale in Canada.)
There was no review for the business. Talks began when GSD&M was recommended to Zale by a former agency client.
In a broader sense, this continues the current industry trend of "straight shifts," with large clients moving business sans reviews.
GSD&M previously added Goodyear in April and L.L. Bean's media in January. It also parted with YelowPages.com this year, declining to defend in a review.
