Target hires BBDO and Wieden & Kennedy for project work

NEW YORK - US discount retailer Target has hired Omnicom Group's BBDO North America and independent agency Wieden & Kennedy to handle marketing and advertising for a raft of forthcoming campaigns.

Target, which is based in Minneapolis, confirmed in a statement that the agencies would "provide strategic marketing and creative support on select brand projects".

The statement adds that the retailer, which has 1,400 stores across 47 states, will continue to work with other agencies.

Recent campaigns by Target included an advertising spot in 2004 featuring model Heidi Klum working in a call centre alongside Darth Vader. The spot, which was created by Mother, was promoting a celebrity voiced wake-up call service for customers so that they "don't miss a minute" of its sale.

Bill Dreher, Deutsche Bank retail specialist, praised Target's advertising. He told Reuters: "They do an amazing job of elevating a discount store to a very cool destination shop".

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