Retailer Contacts Shops About $90 Mil. Account Now at JWT
DETROIT–Kohl’s Department Stores is talking to agencies about creative and media duties on the broadcast portion of its $90 million ad account. The retailer declined to describe the process as a formal review.
J. Walter Thompson, here, is Kohl’s agency for broadcast. Kohl’s handles print creative and media buying in-house. It initially contacted a half-dozen shops in March and asked them to make capabilities presentations at its Menomonee Falls, Wis., headquarters, sources said. Shops from that group were given pitch assignments.
“They’re not going to get rid of JWT unless they think there’s something better out there,” one source said. “Now, it’s a question if the agencies can come back with creative that they like better than what they’re doing right now.”
Julie Gardner, Kohl’s svp of marketing, said it is a “normal process” for Kohl’s to look periodically at suppliers. “There’s no review; there’s no conversations with agencies about switching from J. Walter,” she said.
When asked if she had been talking to other shops or asked them to submit work or capabilities, she said, “I should be doing that on a regular basis, not even just annually. It’s not like we do an annual review process, and we do RFPs and have different presentations; it’s not a formal process like that. It’s more keeping in contact with people and understanding what different options there are.”
Steve Brown, executive vice president and general manager, J. Walter Thompson, here, said he was not aware of a review. “We have not been told anything of that nature,” he said. “We’ve gone through some hiccups with them. But there’s never been a threat of losing the business, per se.” He said he wouldn’t be surprised if Kohl’s marketing executives invited shops for talks, in fitting with how Kohl’s has traditionally done business.
The shop recently created a more contemporary jingle for the “That’s more like it” tagline and is working on a back-to-school campaign. Kohl’s will add 60 stores this year. K
Kohl's in Talks With Agencies
