O2 Ideas Gets Proffitt’s, McRae’s

O2 Ideas has won the advertising accounts of Proffitt’s and McRae’s Department Stores.

The estimated $5 million acqui-sition represents the final piece of the Saks Department Store Group’s $40 million marketing business to be reassigned.

The win was confirmed by marketing executives at Proffitt’s Knoxville, Tenn., headquarters, who had no further comment.

The Saks Group, encompassing more than 250 stores in 24 states, had previously been served by WestWayne in Atlanta and Tampa, Fla., and marketed under that agency’s “unified brand strategy.”

The Birmingham, Ala.-based holding company, however, quickly backed away from that approach in favor of regional store branding, sources said.

Many of the chains, which include Younkers in Des Moines, Iowa,Proffitt’s and Birmingham-based Parisian, balked at WestWayne’s marketing. The business was put into review after five months.

The Chicago and Milwaukee offices of Loughlin/Constable acquired Younkers, Carson Pirie Scott, Boston Stores, Bergner and Herberger’s last May, a $20 million haul. Those accounts were awarded on the basis of Loughlin/Constable’s experience with the advertising business of Montgomery Ward & Co.

O2 Ideas, also in Birmingham, won Parisian’s $15 million account in June. It was awarded the Proffitt’s and McRae’s accounts late last week.

Executives at O2, who previously handled Parisian’s marketing, de-clined comment.