Accounts in Review: Marshalls Concludes Its Search While Sears/Kmart Lingers

One down, one to go.

As the retailer Marshalls selected Leo Burnett as its new lead agency, sister stores Sears and Kmart continued to mull three holding company teams to handle all of their marketing services.

Meetings continue in the Sears/Kmart search, which began six months ago and isn't expected to conclude before August. In fact, agency teams from Publicis Groupe, Interpublic Group and Havas are slated to make final pitches in late July, according to a source.

DigitasLBi is leading the charge for Publicis Groupe, FCB for Interpublic and Havas Worldwide for Havas. The assignment includes traditional and digital advertising and media planning and buying. Total revenue is estimated at $20 million, and collectively Sears and Kmart spend about $560 million in media annually.

To win Marshalls, Leo Burnett outstripped Arnold in Boston. Crispin Porter + Bogusky also contended in an earlier stage. Marshalls spends around $95 million in media annually.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

21st Century Fox: Global Media

Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November

3

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, others to be determined
Completion: December

4

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June

5

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Digitas and Havas Worldwide, respectively
Completion: August

6

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

7

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July

8

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

9

Marshalls: Creative

Media spend: $95 million
Incumbent: GSD&M
Contenders: Arnold, Leo Burnett
Consultant: Pile + Co.
Awarded to Leo Burnett

10

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: July

11

Royal Caribbean: Media

Media spend: $80 million
Incumbent: Mindshare
Contenders: Incumbent, Mediahub, Media Storm
Completion: June

12

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

13

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June