The agency has been briefed to create a holiday season campaign, starring the supermodel Heidi Klum, designed to forge an emotional bond with consumers.
The company is under pressure to match its Christmas performance of last year. At an earnings announcement last week, its president, George Gregg, said: "The strength of last year's fourth quarter results presents a difficult hurdle for us this year."
As well as Mother, Target will continue to use agencies including Kirshenbaum Bond & Partners in New York and Peterson Milla Hooks.
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