Crate & Barrel Finds New Lead Agency

TBWA\Chiat\Day succeeds Phenomenon

TBWA\Chiat\Day is getting into the home décor business.

Crate & Barrel has hired the agency’s office in Playa del Rey, Calif., to handle its creative account, the retailer confirmed today. The selection came after a review in which Mother in New York was the other finalist.

The search came less than a year after Crate & Barrel hired a new CMO. Jennifer Olsen, who previously had marketing roles at Gap Inc.’s Piperlime and Banana Republic, joined Crate & Barrel in July 2011.

Media spending on the brand is expected to rise to at least $10 million this year, up from about $3 million last year, according to Nielsen. Also, the mix of media channels will likely change as Crate & Barrel, which turns 50 this year, seeks to attract younger shoppers.

Beyond Olsen, key decision makers in the review included new president Marta Calle and Donna Speigel, creative director for brand communications and editorial.

As lead creative agency, TBWA\C\D succeeds Phenomenon, a Los Angeles shop that specializes in brand strategy. Phenomenon will continue to handle email promotion work. Phenomenon also handles creative for Crate & Barrel subsidiary CB2.


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