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Assigned Creative Behind $10 Million Push
CHICAGO–Dayton Hudson Corp. has awarded Martin/Williams an estimated $10 million branding project to help revive its troubled Mervyn’s Stores chain.
Officials at the Minneapolis shop confirmed the assignment, but declined to elaborate. Company officials could not be reached for comment. Kirshenbaum Bond & Partners in New York was also vying for the creative-only project, according to sources.
M/W has worked on Mervyn’s business for more than a year. The agency’s current campaign for the stores features TV spots in which a woman interrupts nonsensical fashion scenes with a “reality check.”
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