'Head Trip': Local Retailer Starts Search

Lids, the speciality hat retailer now positioned as “The ultimate head trip,” is contacting shops for an assignment.
Lids’ marketing officials referred questions about the review to Monica Nassif, the principal of Kilter Inc. in Minneapolis who is currently consulting to the client and overseeing the review process.
Nassif declined to disclose the budget, but said due to the account size, she was “shying away from large agencies.”
One source pegged spending at $3-4 million.
An ideal fit for the client would be a shop that knows how to build strong consumer brands to help Lids build awareness, Nassif said.