Barnes & Noble Inc. has named Digitas as its agency of record for strategic marketing, hoping to clear up its channel strategy.
Digitas will help the bookstore chain integrate its separate retail and online businesses, at least from a brand perspective, according to Steve Olderman, chief creative officer and partner for the agency.
The agency will also work on Barnes & Noble’s Readers Advantage loyalty program, doing both acquisition and retention. And, it will try to coordinate the loyalty program across the two channels.
Most experts agree that the integration is overdue.
“[Barnes & Noble] hasn
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