Kmart's Route 66 switches to Zimmerman

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TBWA/Chiat/Day parceled out Kmart Corp.'s Route 66 private-label jeans brand to Omnicom Group sibling shop Zimmerman & Partners. The move is intended to satisfy Levi Strauss & Co., a client at TBWA/Chiat/Day's San Francisco office, which has lost a substantial portion of its market share to private-label brands including J.C. Penney Co.'s Arizona jeans as well as Route 66. Carl Johnson, president-CEO of TBWA/Chiat/Day, New York, which picked up the $100 million Kmart account, said the agency has "recommended several Omnicom companies to work with Kmart on various communications fronts, which is where Zimmerman & Partners will come into play for Route 66."

Copyright October 2000, Crain Communications Inc.

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