Devito/Verdi Dives Into Coldwater Creek

NEW YORK, May 12, 2011 /PRNewswire/ -- The dramatic makeover of Coldwater Creek took another step forward today when the specialty retailer of women's apparel and accessories named the New York advertising agency DeVito/Verdi to spearhead a branding effort designed to help the company re-connect with core customers, while also attracting a new generation of shoppers.

Earlier this year, Coldwater Creek began a total reorganization of product and merchandising to reinvigorate the brand and enhance its merchandise appeal.  The national retailer, with more than 370 stores in regional malls and lifestyle centers, is now set to embark on a long-term branding campaign that communicates the new-look company, as it broadens its reach and engagement with "Boomer" women.

DeVito/Verdi, one of the most critically-acclaimed advertising agencies in the country, will be responsible for revitalizing Coldwater Creek via strategic brand initiatives, national advertising, and creative and design consulting.  

"There is no doubt that the Coldwater Creek's base is very loyal; we have to preserve that," said Theresa Renaud, account manager at DeVito/Verdi.  "However, the true opportunity is to grow the business among a younger 'Boomer' cohort.  With Coldwater Creek's renewed merchandising strategy, the time is right to create a new resonance for the brand -- a resonance that immediately hits an emotional nerve that ultimately reawakens their lapsed customers and energizes new customer interest in everything the brand has to offer."

With a new assortment of merchandise in place, Coldwater Creek will be looking to DeVito/Verdi to help re-introduce the brand with a compelling campaign and ancillary programs that will thoroughly engage customers and help differentiate the retailer from its competitors.

This marks the first time the Idaho-based company has hired an outside advertising agency to assist with its national branding efforts.  The initial advertising campaign is targeted to break in the fall.  Billings for the assignment were not disclosed.

About Coldwater Creek

Coldwater Creek is a leading specialty retailer of women's apparel, gifts, jewelry and accessories that was founded in 1984 and is headquartered in Sandpoint, Idaho.  The company sells its merchandise through premium retail stores across the country, online at coldwatercreek.com and through its catalogs.

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Pepsi/SOBE, Corazon Tequila, North Shore/Long Island Jewish Health System, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others.  For more information on DeVito/Verdi, visit www.devitoverdi.com.

SOURCE DeVito/Verdi