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Under a New Strategy, Retailer Is Set to Emphasize Brands, Value
CHICAGO–Sears, Roebuck & Co. is expected to focus on brands and value–perhaps even “guaranteeing” both–when it unveils its new umbrella advertising strategy this week.
Introductory TV spots from Ogilvy & Mather in Chicago will tout the breadth of products Sears sells. The campaign will employ a theme along the lines of: “All the good things in life, guaranteed.”
The TV commercials will key on the specific brands offered at Sears while also emphasizing value pricing, sources said.
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