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As Kohl's moves in, Mervyn's blitzes California with new ads

Los Angeles — Mervyn's has been making noise in its core West Coast market, where it launched its latest ad campaign late February, just as Kohl's was set to break into that area a few weeks later.

Initially including television and outdoor media ads, the campaign takes a humorous approach to communicating Mervyn's competitively priced national and private brands.

The campaign was created by the San Francisco-based agency Venables, Bell & Partners. "As an agency, we're all about tapping into the consumer's psyche and differentiating a brand," said Bob Molineaux, founder and president. "And that's precisely what Mervyn's is trying to do in the midst of all of the short-term marketing noise that's going on in retail."