Kmart Turns to Entertainment Industry in Latest Marketing Effort

DETROIT - Kmart Corp. on Monday announced that it has hired Creative Artists Agency to provide entertainment-related marketing, The Associated Press reports.

The agency will consider different forms of entertainment from television shows to films to video games, to promote Kmart as well as some of its exclusive merchandising lines like Martha Stewart and Joe Boxer.

Possible programs include sponsorships, product placement and co-branding initiatives, such as sponsoring a video game tour, Kmart spokesman Dave Karraker said, according to the AP.

Through the agency, Kmart will be able to look at every marketing opportunity "inside and outside of Hollywood," Karraker said.

Creative Artists, a major talent and literary agency based in Beverly Hills, Calif., also does work for Coca-Cola Co., Motorola Inc., and Boeing Co.

Kmart has launched several marketing campaigns since filing for bankruptcy on Jan. 22, though it says some were planned prior to the filing. One of the latest is a series of television ads directed by Spike Lee. The 30-second spots are fast-moving montages of families talking about and doing everyday things. The ads are intended to have an emotional appeal to consumers.
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