Screen Magazine: Vol. 28, Issue 17

Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 28, Issue 17 - Index

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Earlier this year, Draftfcb made its biggest splash to
date by snagging the Kmart account from Grey (New
York). The sizable business win came months after
Draftfcb won and lost Wal-Mart and gave the agency
a chance to demonstrate its retail chops with one of
the country’s best-known brands.
“It was a great win for us and we’re very excited
to be working with Kmart,” said Tom O’Keefe, chief
creative officer at Draftfcb. He said the agency
recently completed a rumble with the client that
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produced some good results. Draftfcb has also
recently launched its first campaign for the retailer.
Starting in July, the agency launched an integrated,
14-spot “Back to School” campaign for Kmart,
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featuring the animated Mr. Bluelight character that
had originated with Grey. The campaign highlights a
wide range of items, from notebooks and backpacks
to back to school clothes. Each spot ends with the
tagline, “For back to school, get back to Kmart.”
“This campaign captures the excitement and
breadth of Kmart’s offerings for the back-to-school
shopping season, along with a few things that might
surprise shoppers,” said Bill Stewart, senior vice
president and chief marketing officer for Kmart. “The
team at Draftfcb has done a good job of pulling this
together in a relatively short period of time.”
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