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Carmichael Lynch Takes First Dayton Hudson Work

Carmichael Lynch has been added to Dayton Hudson Corp.’s agency roster, according to sources.
The Minneapolis shop, acquired last month by Interpublic Group of Cos., will handle project work for the retailer’s Target Stores mass merchandise chain and its Dayton’s department stores, sources said.
The agency is said to already be in production on a multimedia spring promotion for Target. It was unclear what kind of work the shop might handle for Dayton’s or when the Target work will break.
Neither Carmichael nor Target officials would comment, and Dayton Hudson officials did not return calls by press time.
However, sources said the client and the agency have had a working relationship for several months.
Dayton Hudson has traditionally eschewed agency of record relationships, working instead with a roster of agencies that compete for assignments. Those shops include Martin/Williams, HMS Partners and Peterson Milla Hooks, all in Minneapolis; Leo Burnett in Chicago (which created a holiday campaign for Dayton Hudson’s Marshall Field & Co. department stores last year); Kirshenbaum, Bond & Partners, New York (which has handled Target’s expansion into East Coast markets); and Bates Southwest, Houston (which has done work for Target’s Club Wedd and Lullaby Club bridal and baby registries.)
Dayton Hudson spent about $168 million on advertising for Target over the first 11 months of 1997, according to Competitive Media Reporting. Spending for the Dayton’s chain was $7.2 million over the same period.
The company also operates the Hudson’s and Mervyn’s chains.