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May Department Stores hires Doner for $60M deal.
Crain's Detroit Business, October, 1998
May Department Stores Co. has consolidated about $60 million in TV advertising creative work for seven of its divisions at Southfield-based W.B. Doner & Co., according to Advertising Age, a sister publication of Crain's Detroit Business. May, the United States' No. 2 department store chain, with annual sales of $12 billion, still will handle much of its retail ads in-house at the divisions.
'The challenge was to develop a common brand positioning that can also accommodate the promotional side,' said Doner CEO Alan Kalter. A new effort will come in time for Thanksgiving. Ads will include spots plugging major promotional events for Famous-Barr, Filene's, Foley's, Kaufmann's, Meier & Frank, Robinsons-May and Strawbridge's stores.
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