HHGregg Selects New Agencies

Two shops succeed Zimmerman on the business

Two Publicis Groupe agencies have walked away with retailer HHGregg’s advertising account, according to sources.

The Chicago offices of Leo Burnett and Spark SMG will handle creative and media responsibilities, respectively, sources said. HHGregg’s media spending exceeded $105 million last year, according to Nielsen.

The win comes after a review in which the other finalists were DDB in Chicago, Schafer Condon Carter in Chicago and the incumbent, Zimmerman Advertising in Fort Lauderdale, Fla.

Zimmerman, which had handled both creative and media efforts since 2007, pitched on its own, while the others had media partners. And while Burnett and Spark share a parent company, they had different pitch partners. Burnett teamed with Optimedia and Spark with Schafer Condon Carter, sources said.

HHGregg, which sells electronics and home appliances, has some 228 stores in 20 states. Its footprint is concentrated in the Midwest and Southeast, though it also touches the Mid-Atlantic region.

Burnett did not return messages and Spark referred questions to the Indianapolis-based retailer, which could not immediately be reached.


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