Grey Global's media operation, MediaCom, will take responsibility for media planning and buying, with Grey Worldwide New York handling the creative account. Other Grey agencies to take a slice of the work are WING Latino Group, Alliance, G2 Worldwide and Carol H Williams, Grey's African-American communications partner.
Grey won the account after a showdown against Interpublic Group agencies Initiative Media and Michigan-based Campbell-Ewald.
Karen Austin, chief marketing officer of Kmart, said: "The Grey team brings a wealth of advertising and marketing expertise to our partnership. We are thrilled to utilise their experience and to create solid communications that will help reposition the Kmart brand."
Kmart has faced tough times over the last few years and filed for bankruptcy protection in January 2002. Since then, the woman behind one of its best-selling brands, Martha Stewart, has had her own problems as she faced charges of illegal share dealing and fraud.
TBWA\Chiat\Day had worked for Kmart for three years, through the retailer's bankruptcy period, but had a bust-up with the company over unpaid bills, according to reports. During its tenure on the Kmart account, TBWA ran campaigns that included one directed by filmmaker Spike Lee.
Edward Meyer, chairman, president and CEO of Grey Global Group, said: "We are excited to bring the talents of our various multi-ethnic and multidisciplined marketing communications companies together for the opportunity to re-position and strengthen Kmart as a premier brand."
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