Hallmark Seeks Ideas

Taps Shops For Strategic Repositioning
CHICAGO–Hallmark Cards is pushing hard for new ideas from its roster shops and has called in a handful of nonroster agencies to discuss a strategic corporate repositioning. The moves could ultimately affect the direction of its $100 million account, the lead shop for which is Leo Burnett.
Despite a leading 42 percent share of the greeting card market, Hallmark is examining several new creative strategies for its flagship card line. Its latest TV and print campaign, which encourages consumers to check for the Hallmark label, is tagged, “You know what to look for.”