DraftFCB Retains Kmart Account After Lengthy Review
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A few well-placed puns–and millions of views on YouTube–appear to have turned the tide in DraftFCB’s favor. The Interpublic Group of Cos.-owned agency retained the Kmart account, against all odds.
The pitch was one of the larger and more protracted creative reviews of 2013. Typically defending shops don’t have a high likelihood of holding onto a piece of business that goes into review. But at the end of this one, Kmart ultimately chose to keep its brand creative account with DraftFCB — and then some. The fashion marketing portion of the account, which had been handled by Peterson Milla Hooks since 2011, is also being consolidated at the agency.
A spokeswoman for the retailer confirmed the moves in a statement. “Kmart has concluded its agency review. DraftFCB will retain its AOR status as well as acquire additional responsibilities for our fashion business.” DraftFCB declined to comment.
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