Bay Furniture Moves $4M Communications Account To grant • jacoby

Furniture World Magazine

Homewood, Ill.-based retailer Bay Furniture yesterday awarded its $4 million advertising and communications business to Grant • Jacoby after a six-shop review. gj will create and execute a fully-integrated marketing communications program for Bay Furniture to include: • broadcast, print and outdoor advertising; • sales promotions and public relations in support of Bay Furniture’s five Chicago-area stores; and • the grand opening of its sixth store in Mokena, Ill., this year. The campaign is set to kick-off in October 2002. Due to its strong consumer equity, Bay Furniture’s existing tagline "You’ll always buy better at Bay" will continue to play a part in the new campaign. "gj’s breadth of retail experience including past successes with clients in the home-furnishings sector was evident throughout their presentation," said Bay Furniture President Rick Slovy. "They understand our customer and market, which is the primaryreason they got the business." "We couldn’t be more excited about working with grant o jacoby," said Ali McHone, Bay Furniture’s director of marketing. "We were especially knocked out by their outstanding creative, which is exactly what we need to make our advertising consistent with the quality of our furniture." The campaign will also help drive traffic to Bay Furniture’s sixth Chicago-area store which will open later this year in the new Mokena Towne Center in Mokena, Ill. Construction begins this spring on the high-profile, 45,000-square-foot home furnishings showroom, which will anchor the north end of the retail plaza in the southwest suburb. The Mokena store joins Bay Furniture’s other Illinois locations in Homewood, Hoffman Estates, Aurora and Lake Zurich, and one in Merrillville, Ind. grant • jacoby is a full-service communications agency offering consumer and business-to-business advertising, creative services, strategic planning, and public relations. Headquartered in Chicago, grant ü jacoby is a shareholder in Worldwide Partners, Inc., the world’s largest network of owner-operated marketing communications firms. With agencies throughout the world, Worldwide Partners multiplies the power of effective ideas by sharing their local market expertise across the spectrum of communications disciplines.