Spending specifics were not disclosed, but the retailer said it will “easily
eclipse” a $5 million radio and print campaign it ran in the spring.
“We’ll be aggressively investing in brand advertising programs through
year-end. . .” said Kirsten von Hassel, Furniture.com’s vice president of
marketing, in a news release.
Furniture.com said the U.S. office of BBH, which is 49 percent-owned by Chicago’s Leo
Burnett, offered its presentation document for the account in the form of “an
item of furniture.”
Cindy Gallop, president of BBH US, told Reuters that as with numerous other online
retailers who have turned to traditional advertising agencies to boost their
brand awareness, Furniture.com realized that “to build a brand with
consumers, you really need to make them aware of what you have to offer —