Kohl's Launches Media Review

Interpublic's UM Currently Handles

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Kohl's has put its media account into review, Ad Age has learned.

The retailer is seeking an agency to handle all media, according to executives familiar with the matter. Interpublic's Universal McCann currently handles media. Consultancy SRI is handling the review. SRI, Universal McCann and Kohl's did not respond to requests for comment by press time.

Just last week, UM retained its status as the North American media agency for Johnson & Johnson via J3, its dedicated J&J unit within the agency. J&J is a key client for the agency, and the relation goes back nearly 40 years.

Sibling agency McCann Erickson currently handles creative for Kohl's, but the company has been reaching out to agencies such as DeVito Verdi in New York for additional creative. Kohl's earlier this year sought a new agency for strategy work, but it's not clear who they tapped for that area of the business.

Kohl's is the 29th-largest advertiser in the U.S., spending $1.12 billion on marketing in the U.S. in 2011, according to Ad Age 's DataCenter. Of that total, about $331 million was on measured media, according to Kantar. Overall, it increased its total marketing spending in 2011 by 10.4%, up from $1.02 billion in 2010.

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Contributing: Natalie Zmuda

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