O2 Ideas Gets Proffitt's, McRae's

O2 Ideas has won the advertising accounts of Proffitt’s and McRae’s Department Stores.

The estimated $5 million acqui-sition represents the final piece of the Saks Department Store Group’s $40 million marketing business to be reassigned.

The win was confirmed by marketing executives at Proffitt’s Knoxville, Tenn., headquarters, who had no further comment.

The Saks Group, encompassing more than 250 stores in 24 states, had previously been served by WestWayne in Atlanta and Tampa, Fla., and marketed under that agency’s “unified brand strategy.”

The Birmingham, Ala.-based