Mervyn's Picks Ambrosi for Print Ads, InsertsDepartment store chain Mervyn's LLC hired ad agency Ambrosi, Chicago, to handle national print advertising duties. The charge includes creative and production services for preprinted inserts, broadsheets and run-of-press newspaper ads for all 256 Mervyn's stores in 13 states.
A partnership between Haggin Marketing, Sausalito, CA, and Chicago-based R.R. Donnelley & Sons' premedia group were among the firms competing for the account.
"It was handled in-house, and they made the decision to go outside," said Mark Pearson, co-president of Ambrosi. "I think they were trying to be more efficient with their program, and, No. 2, they were trying to be more focused with their creative communications."
The agency, owned by graphics-to-premedia services firm Schawk, also is responsible for production services for collateral projects and photography for the fashion, tabletop, jewelry and linens ads.
Ambrosi soon will open a San Francisco office and photography studio to maintain a presence in Mervyn's hometown. This is its first West Coast office, adding to ones in Chicago, New York, Atlanta and Miami.
Mervyn's mandate is clear.
"One would be to streamline the program to focus on getting materials more effectively and to market quicker," Pearson said. "The other is to help focus their brand towards a California style."
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters