Omnicom Adds Bob’s Stores Media, Creative Chores

Zimmerman’s work for the Bob’s Stores discount clothing and footwear chain will attempt  to drive consumers into the aisles—fast.

The Omnicom Group agency in Fort Lauderdale, Fla., today added the client’s creative and media chores sans formal review. The chain previously worked with ad shops such as Doner and Mullen.

Bob’s is based in Connecticut and operates 35 stores, mainly in the Northeast.

Media spending was not disclosed, but the chain typically backs promotional efforts with $3-5 million annually, per Nielsen. Traditional media like print and TV have made up the bulk of the outreach.

Zimmerman plans an aggressive strategy moving forward, with efforts focused on “building brand distinction while driving next-day comp sales,” according to Michael Goldberg, the agency’s evp, CMO.

Bob’s, long an underachiever in the TJX stable, was sold by the retail giant to private equity firms two years ago. Since then, it has maintained a low profile, making the upcoming push essentially a reintroduction of the brand. New work is slated to debut in February.

Other Zimmerman clients of note include Boston Market, Carfax, Lane Bryant and Atlantis Paradise Island.