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Article: ON TARGET; Retailing stardom: Spritely marketing makes it chic to buy cheap.(Target Corp)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- December 11, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Target corp. is a promiscuous client, with an in-house advertising department and more than a half dozen agencies handling assignments on a project basis.
But after six years working on print ads, Dave Peterson, creative director and founder of Minneapolis boutique Peterson Milla Hooks, was given a plum: Come up with a branding campaign defining Target's DNA.
Mr. peterson long thought the simple red Target logo had a look reminiscent of an early Gucci or Chanel logo. "It was fun, designery and fashioney," he says. "It was a byproduct of the times we are living in."
The resulting 1999 spots featured "Bull's-Eye World," a funky retro pop culture ...