Kmart taps TBWA for $100 mil account

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Kmart Corp., Troy, Mich., awarded its $100 million account to TBWA/Chiat/Day, New York. The other finalist was Lowe Lintas & Partners Worldwide, New York. Incumbent Campbell Mithun, Minneapolis, will continue to handle the account through the upcoming holiday season, with TBWA/Chiat/Day's first work launching for spring. In a company statement, new Kmart Chairman-CEO Chuck Conaway indicated TBWA/Chiat/Day will reposition the brand. He said the agency's "insight, creativity and passion'' will be used to develop a "consistent and complete communication plan that leverages the Kmart brand, drives sales and strives to create a sustainable emotional bond with our customers.'' A spokeswoman said she did not know what form the holiday advertising would take or whether the mother-daughter singers the Judds would remain in the ads. It was uncertain at press time whether Kmart would consider TBWA/Chiat/Day's work for electronics retailer Circuit City Stores as a conflict. TBWA/Chiat/Day also is likely to pick up, Kmart's free Internet service provider.

Copyright September 2000, Crain Communications Inc.

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