Doner To Do TV For 7 May Stores

‘Much More Watchable’ Ads Are On The Way
DALLAS–W.B. Doner & Co. in Southfield, Mich., emerged the winner last week in a review for the broadcast creative assignments of seven retail chains operated by May Department Stores Co.
Also making final presentations last Monday were The Richards Group of Dallas and N.W. Ayer & Partners, New York.
Sources said Ayer withdrew from contention following its presentation to May executives. That move followed the earlier withdrawal of a fourth finalist, Merkley Newman Harty, New York [Adweek, Sept. 28].
Doner will create broadcast advertising for seven of May’s chains in seven different regions: Filene’s, Foley’s, Kaufman’s, Robinsons-May, Famous-Barr, Strawbridge’s and Meier & Frank. The first work will appear for the year-end holidays. Ads will be “two-thirds branding and one-third promotions,” said Doner chairman Alan Kalter, who led the pitch.
May officials said they were impressed with both Doner’s consumer insights and creative approach, Kalter added.
While past work for the retailer has been mostly promotions-based efforts, new advertising from Doner will be “much more watchable,” Kalter said. Branding will be consistent across all of the chain’s department stores, although the promotional message will change depending upon the unique needs of each market, he said.
St. Louis-based May Department Stores Co. spent $45 million on network television last year and $19 million on spot TV, according to Competitive Media Reporting.
–with Steve Krajewski

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