Friday, August 23, 2013

11379: Desperately Seeking Sears Brands.

Advertising Age reported Sears has put its Craftsman, DieHard and Kenmore brands—currently being serviced by Y&R Chicago—into review. Whoop-de-damn-doo. Kmart. JC Penney. Sears. Consumers are not buying at these places; so why are advertising agencies continuing to vie for the business? In 2011, agencies allegedly rejected pitching Sears when the retailer demanded keeping all concepts presented, even the work of the losing contenders. But given today’s economy and network pressures, look for everyone to compete with enthusiasm. Expect the brands to eventually go to another WPP shop or mcgarrybowen (currently handling Sears retail). Does it really matter? One thing is certain: the “winning” agency will wind up producing more generic, forgettable bullshit for the client.

Sears Puts Craftsman, DieHard and Kenmore Brands in Review

Incumbent Y&R Chicago Faces Second Review In a Month

By Maureen Morrison

Just as Sears Holdings Corporation’s Kmart wrapped up and kept DraftFCB as its lead creative agency, the Sears brand has put the account for its Kenmore, DieHard and Craftsman imprints into review.

The account is currently at WPP’s Y&R Chicago, the agency that previously had the entire Sears account until 2011, when McGarryBowen picked up lead creative duties for the Sears Brand. Y&R, which has been working with Sears since 1993, at the time retained the Die Hard, Kenmore and Craftsman brands.

Sears declined to comment, but executives familiar with the review said that the process is being managed internally by procurement. Y&R declined to comment.

The review is the second this month for a Y&R Chicago client. Earlier in August, the agency’s account went into review. At the time, Y&R did not comment on whether it will defend the pitch. The Y&R network earlier this year logged a win for another retail account: its New York office is now JC Penney’s creative.

And although Y&R is facing a possible loss, a decision to defend the account could bear fruit, if recent reviews from Sears are any indication. Sears Holdings’ Kmart in early August wrapped a lengthy creative review (it started in January), only to retain DraftFCB, the agency that had been with the retailer since 2007. Sears Holdings in November kept on Havas’ MPG (now Havas Media) as its media agency for Sears and Kmart after another protracted review.

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