Garden Ridge Picks Publicis Over N.C. Foe
DALLAS–Home decor mega-retailer Garden Ridge has awarded its $10-15 million advertising account to Publicis Dallas following a review geared at repositioning the company.
“One of the key insights we found is that people who know this store and shop there absolutely love it,” said Publicis co-chairman Seth Werner. “It’s almost cult-like.”
“We took advantage of that and tried to leverage it [in the creative presentation],” he added.
Long Haymes Carr of Winston-Salem, N.C., was the other finalist in contention. A source close to the review said the Houston-based client’s decision was ultimately based upon location, as it chose the agency closest to home.
Garden Ridge officials were unavailable to comment at press time.
Publicis Technology in San Francisco was simultaneously selected to develop the client’s Web site and online marketing. Garden Ridge’s previous agency of record, Fogarty Klein & Partners in Houston, will retain public relations duties.
Werner said Publicis’ challenge will be to reposition the client “and give them some personality.” Previous advertising had been event-focused. –with T.W. Siebert
Retailer Remains Neighborly
