Kmart retains Draftfcb as agency of record

Kmart has retained Draftfcb as its agency of record, after a competitive review reportedly involving the likes of McCann NY and McGarryBowen.

The IPG agency was successful in its account bid thanks to the series of viral ads it produced for the retailer over the last year, including Ship My Pants and Big Gas Savings which together amassed some 25 million views on YouTube.

According to Kantar Media, Kmart spent $211m on measured media in 2012.

A statement from the US retailer read: “Kmart has concluded its agency review. Draftfcb will retain its AOR status as well as acquire additional responsibilities for our fashion business.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.