GSD&M Named Agency of Record for Retailer World Market

Agency Enters Into Results-Based Compensation Model

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NEW YORK (AdAge.com) -- In a deal that will allow GSD&M to be compensated in accordance with results, the Omnicom Group shop has been named agency of record for Cost Plus World Market.
GSD&M is World Market's first agency of record.
GSD&M is World Market's first agency of record.

The marketer and agency said the partnership is rooted in results-oriented marketing and compensation.

"This is a partnership based on collaboration at the highest levels of both organizations," World Market CEO Barry Feld said. "Both GSD&M and World Market are fully invested in this relationship and are both working toward the mutual goal of strong results for our customers and shareholders."

Brought Yellow Tail to States
World Market is 50-year-old furniture and goods retailer relatively well-known west of the Mississippi, where the majority of its 294 stores exist. It claims responsibility for bringing products such as papasan chairs and Yellow Tail wines to the U.S. market.

Mr. Feld said the company had focused aggressively on "becoming a national chain, not a national brand" and essentially turned itself into a global furniture store over the past few years. He is looking to GSD&M's history of building brands such as Southwest Airlines and Wal-Mart to bring World Market back to its core brand values.

"We need to refocus on really searching the world, going deep into the 50 countries we shop in to bring unique and authentic products for home entertaining and home decorating that are affordable to the mass market," he said.

A $60 million account
GSD&M will be the first agency of record for World Market, which spends $60 million on media, according to the marketer. That amount could grow as the company looks to improve its brand awareness in existing and new markets.

"At our core we are builders and architects," said Roy Spence, CEO, GSD&M. "We love the thrill of growing brands and making a run at the top and once [we get them] there, it's like, 'Let's go find another one.'"

Mr. Spence was also excited to announce that some of the creative work is expected to come from international trips with product buyers. When asked if this means he'll be planning to trot the globe in addition to his planned "Walk Across America," he said, "I was thinking about that and I might. But most people tell me I should probably walk across America first."
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