• by Steve McClellan  @mp_mcclellan, August 16, 2011

WPP’s Mindshare has been named media agency of record for Belk, a major department store chain in the Southeast region of the country after a formal review. The client confirmed the win Tuesday.

The assignment includes all planning and buying duties for both traditional and digital media.

The Charlotte, NC-based client spends about $33 million annually on ads.

Mindshare will run the account out of Atlanta. Barbara Mende, a managing director in the shop’s Atlanta office, and who played a key role in the pitch, will serve as client lead on the Belk account.