May Department Stores, St. Louis, confirmed that Doner
, Southfield, Mich., has been awarded a consolidated media planning and buying account worth about $100 million in billings. The agency already handles some creative work for May, whose 400-plus stores in the U.S. include such names as Lord & Taylor, Foley's, Filene's, Hecht's and Robinson-May. The review has been a long-running affair that pitted several tag teams against each one another, pairing global media independents with local, May roster agencies. Carat
North America partnered with the Glennon Co. in St. Louis, which has handled Famous-Barr, a May store that spends about $10 million in advertising; CIA Medianetwork teamed up with Janik & Associates, Los Angeles, which has handled the bulk of May's media account of about $56 million for almost seven years. Ward Communications, Dallas, has handled Foley's, an account estimated to be worth about $20 million. All these accounts will now be handled by Doner. May has traditionally run advertising for all its stores entirely through local TV buys in 73 markets. According to an individual close to the review, the tandem media teams were proposing to do the local buying out of offices in Los Angeles, St. Louis, Chicago and New York, and through local offices that they were offering to open exclusively to service the account. Doner, on the other hand, will be doing media buys out of its Southfield office, this source said. Doner wouldn't comment on the review.
Copyright May 2000, Crain Communications Inc.