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Strong chemistry and a “warm and human” idea illustrated through storyboards won the day for TBWA\Chiat\Day in its successful bid for Kmart’s $100 million account, sources said.
Reading from scripts, the creative team of freelancers Dallas Itzen and Patrick O’Neill presented seven spots last month. One executive said the agency’s strategy is to “get back to basics, Kmart’s core values,” embodied in retail partnerships, such as the one with Martha Stewart.
Sources said the idea works on many levels: from in-store displays to Web banners and traditional ads.
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