Adweek: Mindshare Wins Pitch for This Retailer's Account

Nordstrom spends $40 million in media annually 
By Andrew McMains

Nordstrom has found a new agency for its media account.

Mindshare has landed the assignment after a review, Nordstrom has confirmed. The retailer spent nearly $40 million in media last year and more than $15 million in the first half of 2014, according to Kantar Media.

In a statement explaining the hire, Nordstrom chief marketing officer Brian Dennehy cited the WPP Group shop's experience "successfully using data to enable smart business decisions, which reflects our own efforts to improve how we communicate with our customers."

The other finalists for the business, which also includes Nordstrom Rack, could not be ascertained.

Mindshare North American CEO Colin Kinsella trumpeted the win, describing his new client as "progressive marketer that understands the impact of real-time cultural relevance and the data that’s needed to drive performance."

Mindshare, a unit of WPP's GroupM, will run the account out of its office in Santa Monica, Calif.

Previously, Omnicom Group's OMD handled media planning and buying for Nordstrom. The retailer produces ads internally and in 2013, used Mekanism for a campaign that was tagged, "Youphoria."

Posted on December 11, 2014 .