Cue the wedding bells, David’s Bridal said “I do.” After a review, the wedding dress retailer chose Publicis Groupe’s Spark Foundry as its U.S. media agency of record.
“We are excited to embark on this new journey with Spark Foundry,” David’s Bridal director of marketing Christina Monkman said in a statement. “We look forward to leveraging Spark Foundry’s strategic approach and innovative thinking to further engage our customer.”
Spark Foundry, formerly known as Mediavest, will handle David’s Bridal’s traditional media planning and buying, data and analytics, measurement and content marketing in the U.S. Horizon Media previously handled David’s Bridal’s media account.
“We’re thrilled to partner with David’s Bridal to deliver on our commitment to drive continued growth and success for this industry-leading brand,” said Francis Pessagno, east region president of Spark Foundry U.S. “We look forward to lending our expertise in support of David’s Bridal to generate further acceleration for their business.”
It is unclear if Horizon Media participated in the review, launched in June. The agency did not return a request for comment.
A few other agencies were involved in the review, a person with direct knowledge of the situation told Adweek. It is unclear exactly which parties competed for the account but a small independent shop came close to winning over Spark Foundry, the person said.
Still, David’s Bridal eventually settled on Spark Foundry, touting its ideas as “innovative” and “matched [our] desire to modernize our approach to traditional media,” the person added.
While David’s Bridal may not be a blockbuster account for the Spark Foundry network, the news does mark its fourth win since July, when it first adopted its new name. Just last week, Spark Foundry scooped up Mattress Firm‘s estimated $250 million media account after winning reviews for Southwest Airlines and Nature’s Way.
David Bridal’s spent approximately $22 million on measured media last year and just under $14 million so far this year, according to Kantar Media.
The Pennsylvania-based company, founded in 1950, operates more than 330 stores in the U.S., Canada, Mexico and the U.K., selling wedding dresses and other formal attire.