Chico’s Shifts Its Media and Digital Business to Zimmerman

Retailer spends over $36 million in media annually

Chico's FAS Inc., which houses brands Chico's, White House Black Market, Boston Proper and Soma, has tapped Zimmerman Advertising to run its media and digital business.

The Fort Lauderdale, Fla., shop nabbed the account without a review. PGR Media previously ran the business for the retailer, which uses an in-house team for creative work.

Chico's FAS spent over $36 million in media in 2014, down slightly from $40 million in 2013, according to Kantar Media.  

"We selected Zimmerman for their retail capabilities, fresh insights, collaborative nature and innovative thinking," said Miki Racine Berardelli, president of digital commerce and CMO for Chico's FAS. in a statement. "Zimmerman's expertise will help us to execute more strategically and efficiently scale our marketing.  We look forward to working with them and welcome them to the Chico's FAS team."

Combined, Chico's FAS brands have nearly 1,500 stores in the U.S., Canada and Mexico. 

"Chico's FAS has so much untapped potential," Zimmerman's CEO Michael Goldberg said in a statement. "Our job, working together, is to create growth for all three Chico's FAS brands through more efficient spending and a relentless focus on new customers."

PGR Media did not respond to a request for comment. And Chico's FAS did not comment on why the company hired a new shop without a review. 

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