NEW YORK Federated Department Stores has awarded the creative portion of its $20-million account to Lowe, a client representative said. This marks the first victory for the agency since it merged with Bozell in February.
The account includes broadcast, online and print work and Federated plans to concentrate more broadcast than they have in the past, the client rep said.
The New York-based shop bested its Interpublic Group sibling Campbell-Ewald, Warren, Mich., Omnicom Group's BBDO, New York, and Martin/Williams, Minneapolis, after an initial round that involved 40 agencies, sources said.
Federated, which owns Macy's, Bloomingdales and other stores natiowide, enlisted consultancy The Bedford Group, Atlanta, to manage the review. The department store chain had previously handled most of its creative and media duties in-house.