LONDON (Brand Republic) 鈥 TBWA\Chiat\Day has won the $100m account for US retailer Kmart after a pitch against six other agencies.
The agency won on the strength of its 鈥渂ack to basics鈥 strategy for the retailer, according to sources. The first ads will appear early next year.
Competing against TBWA\ in the final stages was Lowe Lintas. It is not known which other agencies were involved in the pitch.
Kmart CEO Chuck Conaway said, 鈥淭BWA\ has insight, creativity and passion. Together we will build a powerful, consistent and complete communication plan.鈥