My idea brought Kmart back 'in the black ' for the first time in a decade.
One of my proudest moments is convincing our Kmart client that their Layaway program should be the centerpiece of their 2008 Holiday Campaign.
The recession was hitting, and people were feeling the pain. This idea, which we had to fiercely sell all the way up the leadership chain, made the difference and turned this brand around, bringing Kmart "back in the black" for the first time in a decade. In addition, it helped millions of their consumers afford a happier holiday.
We continued the Layaway focus and Kmart Smart campaign for four more years.