|Toys 'R' Us puts hopes in new ad agency|
NorthJersey.com, NJ -
Wayne-based toy retailer Toys 'R' Us said Wednesday that it has chosen a Boston advertising agency to create the campaigns that will revitalize the brand.
Toys confirmed a report by Adweek.com that Hill, Holliday, Connors, Cosmopulos Inc. had won the Toys account after a 10-week agency review process.
Hill Holliday competed for the account against DBB of Chicago and The Richards Group in Dallas, said Adweek.
Young & Rubicam, Toys' ad agency since May 2004, did not participate in the review.
Toys 'R' Us would not disclose its advertising budget Wednesday, but the company spent close to $90 million on advertising last year, according to Nielsen Monitor-Plus, a company that tracks ad spending.
Toys 'R' Us is expected to boost its ad spending under the leadership of Gerald Storch, the former Target Corp. executive hired last year to reverse the retailer's slumping sales. Storch has said he wants the company to return to its roots as the country's leading 'toy authority.'
Toys had its best holiday season in a decade in 2006, but for the full year net U.S. toy sales continued to decline, ending the year at $5.9 billion, down from $6.4 billion in 2005.
Ron Boire, president of the U.S. stores division of Toys, said in a statement that Hill Holliday won the account because 'they clearly understand our business, our customers, the value of our brand heritage and our vision for the future.'
Hill Holliday is owned by the Interpublic Group, a publicly traded company. The agency has offices in New York, Boston, San Francisco, Miami Beach and Greenville, S.C.