Kmart’s Top Marketing Ranks Shrink Again

Kmart Corp. is likely to look beyond its own ranks for a new svp of advertising and marketing, following the resignation of Larry Davis last week.

Davis’ abrupt exit—he is moving to Australia to become managing director of Target—comes after Kmart chief marketing officer Brent Wil lis resigned after just six months on the job. Willis, who has not been replaced, resigned in May. Since then, Kmart’s marketing ranks have been fortified with the addition of evp of advertising Steve Feuling, the former chief marketing officer at Blue Light. com.

Davis played a key role in Kmart’s high-profile agency review last year. The winner of that search, TBWA\Chiat\Day, New York, remains tight with Kmart CEO Charles Con away. The loss of Davis is not expected to adversely affect the agency, sources said. The shop referred calls to the client.

A Kmart rep could not give a timetable for replacing Davis, 58. Conaway will most likely look outside the company, possibly for someone with experience at rivals Target or Wal-Mart, said sources. Davis, who could not be reached, joined Kmart five years ago. He had been a retail con sultant for Young & Rubicam in Mex ico, after spending 29 years at Sears.

Meanwhile, the retail giant’s ethnic shop, Don Coleman Advertising in Detroit, broke its second mainstream TV campaign for the retailer last week. The new work follows two back-to-school spots in early August and features a computer-animated “blue light” that cuts prices to the tune of “Get Down Tonight.”

DCA got the assignment after DCA and TBWA\C\D presented several concepts to the client, sources said. The new work builds on the “Blue light is back” campaign that TBWA\C\D launched in April.