Burlington Coat Factory Taps Silver & Partners for Relaunch
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As discount retailer Burlington Coat Factory prepares for a brand re-launch, it’s tapped a new agency partner to help: Silver & Partners.
The indie agency, renamed Silver & Partners from Amlgamated, picked up the creative after a review that began in January. Chicago-based independent Cramer-Krasselt was the incumbent, working on the account since 2008. Cramer-Krasselt declined to participate in the review and declined to comment. Media duties, which are handled by Interpublic’s Initiative, were not affected by the review.
Silver & Partners will be responsible for developing creative to increase the frequency of shopping visits and boost “top-of-mind awareness” among the brand’s core 25-to-49 year-old value-conscious customers. “As we continue to grow our business we wanted a new partner and a new campaign to ignite customer interest in Burlington,” said Burlington Chief Marketing Officer Bart Sichel. “We have done a good job over the past few years communicating the functional benefits of our brand, but we wanted to develop a richer relationship with consumers.”
Following the usual “competitive review,” BBDO NY and its sibling Atmosphere Proximity have been appointed as AORs for Emirates in North America. As a result of the airline’s move, which goes into effect August 1, Emirates not only extends a digital/social relationship with Atmosphere that’s lasted nearly a decade, but now adds BBDO to the fold as both agencies will collaborate on an integrated marketing campaign that’s expected to break late summer.
