Montgomery Ward Launches New Ad
Campaign as Part of Turnaround Efforts to Build Brand and
CHICAGO, IL - Aug. 28, 1997 - href="chap11.montgomeryward.html">Montgomery Ward & Co.,
Incorporated today took the first major step in marketing the new
Wards as part of its turnaround efforts with the launch of a new
advertising campaign. In the retailer's first image driven ad
campaign in over a decade, it introduces the theme line,
"Shop Smart, Live Well. Wards.," which positions Wards
as a store offering merchandise designed for the way "real
people" live. The ads also promote Wards as a destination
for fashion and value rather than just low price, inviting new
shoppers as well as traditional customers to visit its stores.
The three, thirty-second television spots, which begin airing
nationwide today, are the first ads produced by DDB Needham
Chicago, since the agency won the business earlier this year. The
ads feature consumers describing, in their own words, their wants
and needs in a contemporary format featuring a backdrop of Wards
"Our new ad campaign is the first step in an ongoing,
evolutionary marketing process to reach out to consumers -
especially women - to invite them to 'Shop Smart' at Wards. The
spots emphasize that Wards offers fashionable merchandise people
want at affordable prices," said Roger Goddu, Chairman and
CEO of Montgomery Ward. "By approaching our broadcast
advertising as an ongoing image-building campaign, rather than
developing a new stand alone spot for every sales promotion, we
can begin to enhance the value of the Wards brand and build brand
equity with our core customer."
The new ad campaign will also signal an increased focus by
Wards on television advertising, with a broadcast budget that is
nearly double historical levels. In addition, the media schedule
is being altered to include a greater amount of prime time spots
to include programming such as "ER,"
"Friends," X-Files," "Diagnosis Murder"
and "20/20" along with "The Oprah Winfrey
Show," "Rosie O'Donnell" and "The Tonight
A companion national radio campaign will parallel the
television spots and concentrate on real people talking about
real issues and their shopping decisions. The campaign focuses on
the name 'Wards' in order to present a consistent brand identity
to the consumer and build on the existing brand awareness among
loyal Wards customers.
"We are very pleased with the new theme and spots
produced by DDB Needham, which support Wards positioning as the
store offering quality, trend right merchandise at credible
prices," added Rob Claxton, Vice President of Advertising
for Montgomery Ward. "The increased emphasis on broadcast
advertising reflects our focus on targeting our core customer as
well as attracting new shoppers to a revitalized Wards."
Montgomery Ward filed a voluntary petition for reorganization
under Chapter 11 of the United States Bankruptcy Code on July 7,
1997. The Company is the largest privately held retailer in the
United States, currently operating a chain of 400 stores in 43
states. Upon the closing of its specialty concepts, Montgomery
Ward will operate 356 stores in 39 states.
SOURCE Montgomery Ward & Co., Incorporated -0- 08/28/97
/CONTACT: Michael Kempner, mkempnermww.com, or Carreen Winters,
cwintersmww.com, both Public Relations of MWW Strategic
Communications, 201-507-9500, for Montgomery Ward & Co./