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Zimmerman Readies Shopko Effort

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ATLANTA Zimmerman Advertising said it is preparing its first major campaign for Shopko, a Green Bay, Wisc., retailer that selected the Omnicom Group agency for creative and media chores following a review.

The agency estimated billings at $40 million. According to TNS Media Intelligence, the client spent less than $100,000 last year.

Shopko currently relies mainly on print advertising, in-store promotions and direct mail. Broadcast will join the mix next year.

Zimmerman in Fort Lauderdale, Fla., has been tasked with repositioning the company to compete with larger rivals Target and Wal-Mart. Zimmerman began working with Shopko last year on projects; it added lead-agency status last month. The work in progress is scheduled to launch in time for the back-to-school rush.

"The first step was to define how their brand can exist and compete against the Goliaths," said Jordan Zimmerman, the shop's founder and chairman. "What we are doing is to simply activate what is right, so that they get more credit with consumers and find a relevant retail advantage of the monster retail brand they compete with each day."

"We selected Zimmerman to lead our efforts in communicating our strategy and reaching new customers based on their balanced approach of consumer analysis and unique creative," said Paul White, the company's president. "Zimmerman has validated our position with our customer and is developing a media plan that will resonate with this targeted group."

Shopko has 135 locations throughout the Midwest. Annual sales for the company were more than $2.2 billion last year.

This story updates and corrects an earlier item that said Campbell Mithun was the incumbent on Shopko. It also gives a revised spending figure.