Burlington Coat Factory Puts Media Account in Review

Initiative Is Incumbent on $70 Million Business

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NEW YORK (AdAge.com) -- Burlington Coat Factory is conducting a review of media duties on its estimated $70 million advertising account, the marketer announced today.

Interpublic Group of Cos' media agency Initiative is the longtime incumbent on the account.

"We have had a long and successful relationship with Initiative," Garry Graham, the retailer's exec VP-marketing, said in a statement. "However, we feel it is time to explore the range of resources that are available to us in this fast-changing retail marketplace."

A spokesman for Initiative referred calls to the client.

Invited to defend
The review will be handled by consultancy Ark Advisors, and a decision is expected in the second quarter. Initiative has been invited to defend.

Burlington's creative account had been handled for many years by Sheer Advertising, which closed last year. Creative duties are currently handled in-house and the company has not decided whether it will put its creative account under review.

The retail chain has 394 stores in 44 states. In 2006, it was acquired by private investment firm Bain Capital Partners for an estimated $2.1 billion.
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