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The Saks Department Store Group’s fling with WestWayne has ended after just five months.
The Birmingham, Ala.-based holding company has backed away from its flirtation with “unified brand strategy” and now plans to re-emphasize re-gional store branding, sources said.
“[Saks] thought [it] wanted to centralize marketing functions and unify brand approaches,” said an executive at WestWayne in Tampa, Fla. “But there was no follow through.”
WestWayne won the estimated $35 million creative account last December after a three-month review that included incumbent Ron Foth Advertising in Columbus, Ohio, and Barkley Evergreen & Partners in Kansas City, Mo.
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