• by Steve McClellan  @mp_mcclellan, September 5, 2012

Publicis Groupe’s Spark Communications has been selected as the media agency of record for the Houston-based women’s fashion jewelry and accessories retailer Charming Charlie. The move comes as the client is preparing to ratchet up its advertising effort.

The media AOR award follows the client’s selection after a separate review three months ago by Lambesis, a creative shop that specializes in strategic branding and design.

The client spent $273,000 on measured media in 2011, according to Kantar Media. But spending is expected to grow sharply in the fourth quarter as the company prepares to launch its first national branding campaign using cable TV networks and out-of-home media. That campaign is timed to the upcoming holiday season.

In the past, the company has used print -- including promotions and PR -- to publicize its products. Much of that past work has been done in-house, according to sources.  It also has a Facebook page, an e-commerce channel and embraces a unique approach to shopper marketing: its in-store products are merchandised and displayed by color.

The 8-year-old client, founded by Charles Chanaratsopon, is expanding rapidly. The company has indicated that it is opening 60 new stores this year for a total of 200 outlets across the U.S. in over 35 states.

For Spark, Charming Charlie is the latest in a series of wins this year that include Avis, Orbitz and Northwestern Mutual.

Earlier this year, the agency reorganized, naming Chris Boothe, the former COO of sibling agency Starcom, as CEO. A handful of accounts that had been overseen by Starcom were shifted to Spark as well, including Sara Lee, Hanes and Bass Pro Shops. Those moves are part of an effort to make the shop a viable third agency network within the Starcom MediaVest Group.

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