MarketingProfs

MediaBuyerPlanner: Bath & Body Works is planning its first-ever complete advertising campaign and expects to spend $30-$35 million in measured media.
Until now, the company, which is owned by Limited Brands, has handled creative in-house, but is now conducting a search for a full-service agency, writes Adweek. The search is being handled by Joanne Davis Consulting, which sent a questionnaire to an undisclosed number of shops last week.
The shops are being asked to return the questionnaire by Aug. 11. The field will be cut to six by Aug. 14 and agency visits will occur Aug. 23-24. Four finalists will be chosen by Aug. 29 and final presentations are scheduled for early October.
Limited Brands chose to keep its $60 million media buying duties at Interpublic Group’s Initiative following a review last year. Planning was awarded to MDC Partners’ Media Kitchen. Those relationships, as well as the relationship with OMG which works on outdoor media, will not be affected.
Limited Brands also owns Victoria’s Secret.