Crate & Barrel has a new shop in TBWA/Chiat/Day, Los Angeles, which won the business after a review.
The home-goods chain had no agency of record. It's a relatively small account (measured media spending is just under $10 million, according to Kantar), but Crate & Barrel is a well-known brand that gives a little boost to the Omnicom agency, which has been relatively quiet on the new-business front.
Both Crate & Barrel and TBWA confirmed with win but would not comment further. It's understood the agency's duties will include in-store and traditional advertising, packaging, catalog support and more.
The chain, launched in 1962 by a couple, Gordon and Carole Segal, started with a single store in Chicago. It now has about 7,000 locations globally and sub-brands CB2 and Land of the Nod.
Crate & Barrel's catalog business is still a key marketing channel, but mobile has been a major focus in connecting with consumers. The company has teamed up with ShopKick to help people earn rewards for just walking into Crate & Barrel locations. It was also a launch partner for Google Catalogs, a free app for tablets that lets shoppers browse and interact with catalogs.