Michaels Names Zimmerman Its Lead Creative Agency

By Erik Oster 


Zimmerman Advertising announced yesterday that it had been selected as the lead creative agency for Michaels, the arts and crafts supplies retailer with 1,166 locations across North America and an estimated annual marketing budget of $180 million. The agency said it would be responsible for “a range of services, including strategic planning, analytics, digital media planning and buying and social media,” MediaPost reported.

Back in September, Zimmerman appointed Michael Goldberg, formerly of Deutsch, as its new CEO. It marked a homecoming for Goldberg, who spent over eight years as the agency’s CMO before leaving to join Omnicom PR agency Porter Novelli. Michaels is the fist major account win for the agency since his arrival. The news also follows Zimmerman’s loss of the White Castle account last month to Resource/Ammirati, following a review which launched in July. Zimmerman had been the burger chain’s agency of record since 2009.


“To gain market share, you need an agency that knows how to fight for it,” Steve Carlotti, executive vice president, marketing, Michaels, told MediaPost. “For us, that agency is Zimmerman.”

“Zimmerman was founded on an innate understanding of the retail sector and a commitment to drive growth for brands and the critical business that is underneath the brands,” Jordan Zimmerman, founder and chairman of Zimmerman Advertising, added.