Kmart Ends Relationship With Cultura

DALLAS Cultura is no longer handling Hispanic work for Kmart, the client confirmed.

In November, Kmart hired the Omnicom-backed Dallas shop and the New York-based Chisholm-Mingo Group, which specializes in African American advertising, to handle multicultural duties.

Client spokesperson Michele Jasukaitis said former lead agency Omnicom Group’s TBWA\Chiat\Day in New York “brought to the table” both shops. Prior to the hiring, Interpublic Group’s GlobalHue in Southfield, Mich., held the retailer’s $15 million multicultural account.

TBWA\C\D resigned the $270 million general-market account in July, and the business shifted to Grey Global Group in New York last week following a review. Grey’s Wing Latino Group in New York and independent Carol H. Williams Advertising in Oakland, Calif., participated in the pitch and were awarded multicultural work for the Troy, Mich.-based client with the win.

“Kmart ended its relations with Cultura and the Chisholm-Mingo Group because these relations were part of the Chiat\Day agreement,” Jasukaitis said.

Cultura could not be reached for comment.