Hasta La Creative!

Kohl’s, which is now without a chief marketer, plans to make major changes to its marketing strategy in the coming year to reach a broader base of customers.

Kohl’s CEO Kevin Mansell explained during the company’s most recent earnings call that through its efforts to improve efficiency, marketing came under scrutiny — but the retailer isn’t slashing ad spending. It does plan to shift its spending, significantly increasing TV and digital investment, while focusing on targeting moms, particularly in the 35- to 54-year-old age group.

“One of the things that became very clear is that our share of voice and our impact with a broader swath of customers … was not where it needed to be,” Mr. Mansell said.

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