Kohl's Department Stores

Pete Barta, Broadcast Production Manager
Robin Yank, Broadcast Coordinator
Julie Gardner, SVP - Mktg.
Fritz Frasier, VP - Mktg.
Nancy Carruth, VP - Creative Dir.
Kathleen Peot, Mktg. Manager

McCann Erickson *Lead Agency

Jagdish Prabhu, SVP - Group Creative Dir.
Marian Cicolello, VP - Associate Media Dir.
Gary Steele, EVP - WorldGroup
Kelly Eskridge, SVP - Group Dir.
Steve Ohler, EVP - Exec. Creative Dir.
Karen Abbate, SVP - Group Creative Dir.

Kohl's attempted to enter the extremely competitive LA market under the worst of circumstances. Nevertheless, through intensive research, strategic and nontraditional media placement, and a cohesive campaign idea that offered the Household COO what no one else in the market could- everything (brands, value, and convenience)- Kohl's set company records: 6 stores rang up to $500,000 in sales in the first day (normally takes one month), unaided brand awareness exploded to 32.6% from 1.8% before the media blitz, and company stock value increased 11% to reverse a 3-month skid. Kohl's had made its grand entrance into the LA market and the crowd (thanks to powerful PR program, 800-strong waited outside for the store to open) cried for more.