Only a few weeks ago, Montgomery Ward & Co. launched a marketing campaign tagged “Changing everything to change your mind,” scrapping the “Shop smart. Live well” message that Chicago ad shop DDB Needham began 13 months ago.
Now Wards has changed its mind about Needham. The retailer said Friday it will break with Needham at year’s end because it is taking a “different direction” in marketing and advertising.
Wards, which filed for Chapter 11 bankruptcy protection in July 1997, was said to be a $50 million ad account when Needham got its business. Needham was hired for creative and media, but the client earlier this year moved the media portion to Quantum Media.
Needham reportedly was concerned about Wards’ weakened financial position, and “Wards felt that Needham had put them on a leash” regarding media buying, said a source close to both sides.
A spokesman said Chicago-based Wards expects to announce a new agency next week.
The current campaign, six 30-second TV spots filmed by Academy Award-winning documentary director Barbara Kopple, runs through the end of October.
Wards is remodeling its 291 stores, stocked with new fall merchandise, as it tries to boost Christmas season sales to offset earlier losses. Its marketing is aimed at building confidence among creditors that its turnaround is in place.
