R/GA Snares Target Interactive Work

Interpublic Group agency R/GA has assumed online marketing duties in support of retailer Target’s Web site. As part of the assignment, the firm launched a microsite to accompany Target’s “Design for All” initiative.

R/GA said it would handle strategic planning and creative execution for the retailer’s online marketing efforts.

The agency’s work for Target centers around building Web-based experiences to accompany “Design for All.” The retailer, which has found success offering affordable versions of designs by Michael Graves, Mossimo, Isaac Mizrahi, and Cynthia Rowley, has been airing TV ads for several weeks as part of the campaign. Those spots, which were created by Peterson Milla Hooks in Minneapolis, point to target.com/designforall. Only recently, did R/GA built the site out to deliver its current functionality.

The microsite showcases designer products, displays the video spot, and encourages users to sign up for “Design for All” email updates. The product showcase lets users scroll horizontally through a panoply of items displayed against a white background. Mousing over specific items reveals a box that provides a product name, price, and, in some cases, links to Target.com or separate designer-specific microsites.

“We are excited to work with Target to create distinct and immersive online experiences that help extend its brand,” said Bob Greenberg, chairman, CEO and chief creative officer at R/GA, in a statement. “Expanding Target’s presence online allows Target guests to explore its well-designed everyday products in new and intriguing ways.”

Target is promoting the main “Design for All” site on its main Target.com Web presence.