Toys "R" Us selects Leo Burnett, Starcom
PARAMUS, N.J., May 10 (Reuters) - Struggling toy retailer
Toys "R" Us Inc.<TOY.N> announced on Monday that it selected
the Leo Burnett Company to develop new advertising and its
Starcom Media Services unit to handle media buying as part of
an effort to rejuvenate sales.
The retailer, which has lost the title of biggest U.S. toy
seller to discount giant Wal-Mart Stores Inc. <WMT.N> and
failed to anticipate the growth of toy sales via the Internet,
chose the Chicago-based agencies for a formidable task in
awarding them the account, estimated at $50 million to $75
million.
"We've got a firm foundation and a good structure, but we
need to brighten it up and do some renovation to make it the
cornerstone of the community," Toys "R" Us Chief Marketing
Officer Warren Kornblum said in a statement announcing the
winner of the account review.
"It was a hard fought competition and all the agencies
involved did an outstanding job, putting a lot of effort and
energy into the process," Kornblum added. "At the end of the
day, though, Burnett showed a clear understanding of the
essence of our brand and connecting with our customers."
Kornblum said he was impressed by Starcom's innovative and
aggressive approach for using media to strategically build the
Toys "R" Us brand. "Starcom exhibited an outstanding buying
approach and expertise that are critical components in our
strategy to renovate our brand," he said.
Other agencies that participated in the review included
Deutsch, Inc., The Media Edge and Western Initiative Media, all
based in New York, and Doner & Company, of Southfield, Mich.
Burnett represents a number of high-profile accounts, such
as McDonald's Corp <MCD.N>., Walt Disney Co <DIS.N>. and
Hallmark.
Starcom also handles the media buying for clients such as
Kellogg <K.N>, Nintendo <7974.OS> and the Pillsbury unit of
Diageo Plc <DGE.L>. It has won over $2 billion in media-only
billings over the past two years.
Toys "R" Us currently operates 1,490 stores, including 703
toy stores in the United States; 457 international toy stores,
including franchise stores; 212 Kids "R" Us children's clothing
stores; and 118 Babies "R" Us stores.
The company also sells merchandise through its Internet
site at toysrus.com and through mail order catalogs. |
