BOSTON -- Barnes & Noble has hired Digitas as its principal marketing resource. The bookstore chain hired the shop's New York office office after talks with "a handful of agencies," according to client spokeswoman Mary Ellen Keating. Digitas, best known for its interactive and direct marketing acumen, replaces TBWA\Chiat\Day, New York, which parted with the client last November.
Client spending in 2000 was $15 million, per Competitive Media Reporting. The budget for Digitas and the scope of the assignment were not disclosed. "We'll do anything they need of us," said Steve Olderman, chief creative officer of Digitas, New York, adding that no specific creative or media approaches have been finalized.