FAME (company)

FAME Headquarters in Minneapolis

FAME is a retail branding agency headquartered in Minneapolis, Minnesota. Founded in 1990, it is part of the TBWA Network and Omnicom Group portfolio. In 2010, FAME was named TBWA's fastest growing agency.

Business Operations

FAME’s capabilities include marketing and advertising disciplines such as strategic planning, broadcast, print, out of home, direct marketing, promotions, research, and media planning, in addition to comprehensive retail branding. This expertise encompasses brand identity development, interior design, fixture design, product development, graphic design, visual display, point-of-sale, in-store digital media, package design, seasonal and promotional signing, and collateral design.

Innovation

"Once Famous," FAME's retail lab

In 2001, FAME was the first agency to open an on-site retail lab. Branded "Once Famous," the boutique was set up as a home furnishings gift store. Once Famous allowed FAME to directly observe shopping patterns and gather insights in an actual retail environment. Open for three years, the 2,200-square-foot (200 m²) store was equipped with multiple cameras and microphones and an observatory lab housed in an adjacent focus group space.

Campaign involvement

• Take Charge of Education, the Target credit card program that donates 1% of consumer purchases to the K-12 school of their choice. As of September 2009, Target has awarded $273 million to schools nationwide.
• Target World Challenge, an invitational golf event hosted by Tiger Woods.
• Start Something, the Target and Tiger Woods Foundation program that offers assistance to underprivileged youth.
• Target House, the residence for patients’ family members at St. Jude Children’s Research Hospital in Memphis, TN.
• One Spot dollar store concept within Target stores.

Clients