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Kmart OKs TBWA's shift of Route 66 to sib

Published on .

ZimmermanKmart Corp., Troy, Mich.,on Oct. 25 said it's satisfied with TBWA/Chiat/Day's decision to place Kmart's Route 66 private-label jeans brand at Omnicom Group sibling shop Zimmerman & Partners, Fort Lauderdale, Fla. " TBWA/Chiat/Day is our lead agency, and in that role they will be making recommendations to other Omnicom resources and help Kmart address our total communication challenges ... We are very confident in their ability to steer us in the right direction," said a Kmart spokeswoman. TBWA/Chiat/Day's New York office won the $100 million Kmart account on the basis of its proposals for the private-label jeans as well as overall positioning of the brand, the retailer said through a spokeswoman last week. Officials at jeansmaker Levi Strauss & Co., however, objected, saying they had an exclusivity agreement with TBWA/Chiat/Day, which handles Levi's out of its San Francisco office.

Copyright October 2000, Crain Communications Inc.

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