Sears has selected mcgarrybowen to handled its brand image creative account after a review.The win comes at the expense of current lead agency Young & Rubicam. The other pitches were for assignments in specific categories, such as fashion and appliances, and to create fashion ads for sister brand Kmart The other brand image contenders were Hill, Holliday, Connors, Cosmopulos and Fallon. All told, Sears spent $365 million in media last year, according to Nielsen. That figure doesn’t include online spending.
Read the original article here:Sears Picks Mcgarrybowen for Brand Image Account by Harrison Barnes