Independent agency twoxfour has been named media agency of record for Walter E. Smithe Furniture & Design, adding another hometown brand to the shop’s growing roster.
The assignment was awarded following a competitive review and covers media planning and buying, along with analytics, strategy and creative collaboration designed to drive traffic to Walter E. Smithe showrooms.
For twoxfour president Jessica Romaniuk, the win is exactly the kind of local partnership the agency wants to build. “This is exactly the kind of partnership we set out to build: a legacy Chicago brand, a clear business objective and the room to do ambitious work together.”
Walter E. Smithe, one of the region’s best-known furniture and design retailers, said twoxfour’s strategic and media approach helped set the agency apart.
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“We were impressed with twoxfour’s strategic thinking, media approach, and overall alignment with our business objectives, key being to drive traffic into our stores,” said Colleen Smithe, director of advertising at Walter E. Smithe.
The account adds another recognizable Chicago name to twoxfour’s client roster, which also includes work for Shedd Aquarium, Brookfield Zoo, Navy Pier, WTTW Chicago and NASCAR Chicago.
The appeal is pretty straightforward: this is a Chicago agency picking up a legacy Chicago brand, with the brief centered not just on media efficiency but on getting people through the doors.
That makes it less of a pure media win and more of a hometown growth assignment.
