|Target's design-driven brand image has largely been the work of Peterson Milla Hooks of Minneapolis.
The move adds two of the industry’s hottest agencies to the retailer’s much sought-after roster, which now includes independents Peterson Milla Hooks, Minneapolis, and Mother, New York; and Interpublic Group of Cos.' R/GA, New York.
Success for both agencies
BBDO last year won well more than a $1 billion in new billings, including business from Bank of America, Lowe’s, Mitsubishi and eBay. Wieden recently picked up Coca-Cola’s U.S. and global branding assignments. Both agencies were recently added to Procter & Gamble Co.’s roster.
Target, though dwarfed by Wal-Mart, is a highly regarded marketer, known for innovative in-store strategies as well as design-driven creative largely created by Peterson.
The brief statement issued by Target said it was unclear what projects Wieden and BBDO will be handling initially. “The agencies will provide strategic marketing and creative support on select brand projects,” the statement said.
Target spent $477 million in 2004 and $210 million on measured media during the first half of 2005, according to TNS Media Intelligence.