Stein Mart is appointing Bohan Advertising as its new AOR following a formal review as the national retailer redefines its marketing and communications efforts.
The Nashville-based Bohan will provide creative and strategic services with new brand messaging set to launch in the third quarter.
Stein Mart is taking a fresh look at its advertising strategy as it tries to compete in today's competitive and evolving retail landscape. In February, the retailer named MaryAnne Morin as its new president of merchandising and marketing to oversee all advertising.
Stein Mart also conducted extensive consumer marketing research to help provide better clarity of its brand. One key takeaway was that customers view Stein Mart as a hybrid between the department stores and off-price retailers. Thus customers are a bit uncertain of what the brand stands for, the company has concluded.
"Bohan is a good fit culturally for our organization, and their retail expertise uniquely positions them to understand the Stein Mart brand,” stated Hunt Hawkins, CEO, Stein Mart. “Bohan has shared interesting insights not only on the dynamic retail industry but also on our customers. We look forward to their creative direction as we move forward.”
Stein Mart's advertising budget was $59.6 million, $57.5 million and $56.3 million for 2016, 2015 and 2014, respectively.