Ambrosi Takes Over Mervyn’s FSI Work

CHICAGO Mervyn’s has hired Ambrosi to produce its freestanding inserts, a task that was previously handled in-house, the agency said.

The Chicago-based independent will open a photography studio in San Francisco near Mervyn’s Hayward, Calif., headquarters. Billings for the work were not available.

The move was made largely to control costs, said Robert Raible, Mervyn’s creative director. Target Corp. last year sold the department store chain to an investment group. Ambrosi hired many of the personnel previously employed by Mervyn’s to put out FSIs, Raible said.

“The thought was outside thinking could do this faster, better and cheaper,” said Mark Pearson, co-president of Ambrosi.

Mervyn’s continues to handle its national print and TV creative in-house, he said. The retailer has also employed shops on a project basis. The chain has spent about $35 million on measured media in past years.

Mervyn’s operates 256 stores in 13 Western and Southern states, with California being a focus.