$270 Mil. Kmart Goes to Grey Global | Adweek
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$270 Mil. Kmart Goes to Grey Global

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NEW YORK Grey Global Group has bested Interpublic Group's Campbell-Ewald for Kmart's $270 million account, the client has confirmed. The two agencies made final presentations on Friday.

Incumbent TBWA\Chiat\Day in New York resigned the business late last month amid legal disputes that involved claims of unpaid bills to the agency. The matter has been settled out of court.

The pitch came down to Campbell-Ewald, Warren, Mich., and Grey in New York after an earlier round eliminated Doner, Southfield, Mich.; WPP's J. Walter Thompson, New York; and Havas' Euro RSCG MVBMS Partners, New York.

The Troy, Mich., client said Grey would produce a campaign to break this quarter. In a statement, Kmart president and CEO Julian C. Day said, "We are delighted to announce our new strategic partnership with the Grey Global Group. Together, we will find creative ways to communicate the unique strengths of Kmart to the 'new America' consumer."

Grey's MediaCom will also handle media planning and buying.

Grey Global Group president, chairman and CEO Ed Meyer said in a statement, "We are excited to bring the talents of our various multi-ethnic and multi-disciplined marketing communications companies together for the opportunity to re-position and strengthen Kmart as a premier brand."

The New York-based agency tapped various of its operating companies for the pitch. They were Wing Latino Group (Hispanic marketing), Grey Alliance (promotions and events), G2 Worldwide (brand identity and design), MediaCom and strategic partner Carol H. Williams (African-American marketing).