Young & Rubicam to handle Sears, Roebuck & Co Ad account
16 Aug '05
3 min read
Home merchandise & apparel provider Sears, Roebuck and Co, a wholly owned subsidiary of Sears Holdings Corporation announced it would consolidate all advertising for the retailer and its brands under one agency - Young & Rubicam, a member of the WPP Group. The new arrangement becomes effective October 1 and is designed to deliver a more focused and consistent brand message to customers.
The announcement follows agency presentations, during which Sears, Roebuck asked its two principal agencies, Y&R and Ogilvy & Mather Worldwide (also a WPP company), for proposals to integrate the account and reinvent the collaborative process to enhance value and improve speed to market.
"The single-mindedness with which they are pursuing their goal of restoring Sears to preeminence requires a similar focus in their agency partnerships," included Luis Padilla, President of Merchandising and Marketing for Sears Retail.
"Both firms presented persuasive proposals, but we are in constant pursuit of new approaches to better connect with and profitably serve customers as one company with extensive capabilities."
Under a service agreement between Sears and Y&R, the marketing communications agency will have advertising responsibility for the Kenmore, Craftsman and DieHard brands, as well as non-product Sears, Roebuck and Co advertising. This includes broadcast creative and production, motor sports, multicultural marketing, customer relationship management and thought leadership. The agreement does not cover media planning or buying.
marketing@alchempro.com
