"We believe this agreement with Draftfcb will move Kmart a step closer toward its goals for the business and the brand," said Bill Stewart, Kmart's chief marketing officer. "As a company, we're committed to building lifetime relationships with our customers and Draftfcb has a proven track record of helping its clients achieve success by utilizing a full range of marketing tools and capabilities."
Draftfcb's scope of work will include all television, magazine, and radio advertising, customer analysis and strategy, data analysis, customer relationship marketing, and branding work.
"We're very much looking forward to working with Kmart," said Howard Draft, chairman and CEO of Draftfcb. "Everyone we have met at Kmart is focused on building their business by establishing even stronger connections with their loyal shoppers and bringing more people into their stores. Our two organizations have a shared commitment to accountability and creativity. We're looking forward to working together to uncover human insights that will incite consumer behavior in creative and measurable ways."
Grey Worldwide, Kmart's current agency of record, will assist in an orderly, three-month transition of work and is putting the finishing touches on the company's current campaign. "Grey has been a good partner over the years but we feel Draftfcb is uniquely qualified to assist in our
needs right now," said Stewart. Grey will complete its contract with Kmart in the next 90 days.
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