Coleman Adds Kmart Hispanic

Don Coleman Advertising has added Kmart’s Hispanic business to its African American target duties for the retailer, and broke a campaign with spots aimed at both audiences.

The Southfield, Mich., agency has also broken its first work for American Airlines, an account it won about a year ago.

Kmart’s $5 million Hispanic account was previously at Castor Advertising in New York before moving to Coleman without a review. Coleman has handled Kmart’s African American business since 1997.

The consolidation of minority advertising at Coleman is intended to provide more continuity in the retailer’s target advertising, said Manny Fields, senior vice president and group account director at the agency.

New spots aimed at African Americans break this week and use the jingle “Everybody needs a little Blue Light in their life.”