DraftFCB Gets A Mass Retailer After All: K Mart Signs Up
"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," said Bill Stewart, K mart's chief marketing officer, in a release.
Draft made headlines last year when it won Wal-Mart's $580 million account only to lose it within six weeks in the wake of the Julie Roehm whirlwind.
Unlike most retailers, Sears does not report month-by-month sales data, but when it released its fourth-quarter results last month, it said K mart's same-store sales declined by 0.9 %, and that for the full year, same-store sales fell 0.6 %, reflecting increased competition and lower transaction volumes. At Kmart, Sears said, the declines in a number of categories were partially offset by increases within apparel and pharmacy. --Sarah Mahoney