RETAILER VALUE CITY TAPS CLIFF FREEMAN

Brand Assignment Part of Marketer's Efforts to Boost Sales

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SAN FRANCISCO (AdAge.com) -- Columbus, Ohio-based retailer Value City Department Stores today said it named Cliff Freeman & Partners as agency for a brand development assignment.

Value City operates 116 discount department stores under the Value City and Schottenstein Stores names, 127 DSW Shoe Warehouse stores and 20 Filene's Basement stores.

The stores will continue with their own in-house resources. The account only include assignments Value City and not the other two chains.

The chain spent $42.3 million in 2001 and $18.2 million in the first half of the year, according to Taylor Nelson Sofres' CMR. Most of the company's advertising for its brands are done in-house.

The move is the second the low-price retailer has taken this month to beef up sales. Value City recently named Charles W. Rath, a onetime Wendy's marketing executive, as its new chief marketing officer.

Value City's stock closed today at $1.90, close to its 52-week low of $1.80.