POWER PLAY: Michael Francis, 43, occupies one of the most coveted marketing suites around. Merchandising efforts in the store have hit overdrive, and Target is fast closing the once highly criticized gap between its brand promise in advertising and the actual store experience. Efforts in designer lines-not just Michael Graves-keep the fashion-hungry coming back for more, but more importantly keep price points up.
DOWNSIDE: Wal-Mart is following in Target's footsteps going upscale with merchandising, store format and marketing. As Wal-Mart breaks new ground by going green, shaking up the organic market, and even making friends in the gay and lesbian community, could Wal-Mart claim a position as unconventional as Target's "Design for all" marketing strategy?
AD BUDGET: $1.02 billion
AGENCIES INCLUDE:
* Omnicom's BBDO Worldwide and Atmosphere-BBDO, N.Y.; Fame, Minneapolis
* Peterson Milla Hooks and Haworth Marketing & Media, Minneapolis
* Wieden & Kennedy, Portland, Ore.
DOWNSIDE: Wal-Mart is following in Target's footsteps going upscale with merchandising, store format and marketing. As Wal-Mart breaks new ground by going green, shaking up the organic market, and even making friends in the gay and lesbian community, could Wal-Mart claim a position as unconventional as Target's "Design for all" marketing strategy?
AD BUDGET: $1.02 billion
AGENCIES INCLUDE:
* Omnicom's BBDO Worldwide and Atmosphere-BBDO, N.Y.; Fame, Minneapolis
* Peterson Milla Hooks and Haworth Marketing & Media, Minneapolis
* Wieden & Kennedy, Portland, Ore.
