10 Shops in Shopko Semifinals

Retailer to Make Visits Before Cutting List
CHICAGO–Marketing executives from Shopko Stores are visiting the 10 shops in contention for the discount retailer’s $12 million broadcast account.
The business, which includes media planning and buying, had been at Bozell in Chicago for six years before the two split in February. Green Bay, Wis.-based Shopko sent letters to about 30 shops before choosing the 10 semifinalists, said Terry McDonald, senior vice president of marketing at the client.
The shops the company will call on are Campbell-Ewald Advertising, Warren, Mich.; Chicago agencies Cramer-Krasselt, Grant/Jacoby, Jack Levy & Associates, Publicis & Hal Riney and The Leap Partnership; Valentine Radford, Kansas City, Mo.; D’Arcy Masius Benton & Bowles, St. Louis; Hoffman York, Milwaukee; and Colle & McVoy, Minneapolis.
Three or four shops will be selected by mid-March to make presentations in June, McDonald said. Bozell’s work for Shopko is set through the fall, he said.
General criteria for making the semifinal list included at least $70 million in billings, as well as media buying and some retail experience, McDonald said.
Shopko operates about 150 stores, primarily in the Midwest and West.
–Trevor Jensen