Dalton Lands Beall’s Work

ATLANTA Beall’s Department Stores has tapped the Dalton Agency to handle a new broadcast advertising campaign, the shop said.

The Jacksonville, Fla., agency was selected following a review that included crosstown shops such as St. John & Partners and 100 Street Films. Dalton said it would develop creative projects that include TV advertising as well as interactive and collateral work for the client.

Beall’s president Conrad Szymanski said that Dalton was chosen because of the agency’s understanding of the company and its shoppers. “Their passion for our business and knowledge of our customer base demonstrated to us that they were the right choice,” he added.

Beall’s operates 78 locations throughout the state of Florida, according to the client. The goal of the new work will be to enhance the company’s position as “Florida’s premier department store for families,” the shop said.

Dalton’s ads will launch at the end of July and run on local Florida stations. Spending on the campaign is approximately $1 million, according to the agency.