Kohl’s Revamped Marketing Goes for the Heartstrings
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Michelle Gass is putting her stamp on Kohl’s.
The former Starbucks executive joined the retailer just 10 months ago as chief customer officer, overseeing marketing, e-commerce and omnichannel experiences. In the absence of a chief marketing officer — a role Kohl’s has had previously — Ms. Gass is leading the charge. She’s overhauling the retailer’s marketing, showing a preference for emotional, heartwarming messages over promotional plays. And she’s pushing the marketer into the digital and social arena, while investing more money in elaborate TV campaigns.
Kohl’s latest campaign, “Find Your Yes,” is decidedly different from the retailer’s past advertising — though it is in the same vein as its holiday campaign — with products taking a backseat to tugging at consumers’ heartstrings. Peterson Milla Hooks, the Minneapolis-based shop that has worked with Target, J.C. Penney and Kmart, has been handling creative for Kohl’s.
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