Bronner Secures Sears

Shop Tapped for Phone Services Plan
BOSTON–New business acquisition and executive moves were on tap last week at Bronnercom, which added Sears Home Services to its roster and dispatched chief creative officer Mike Slosberg overseas after London creative director Martin Macdonald abruptly resigned.
The consumer appliance repair unit of Hoffman Estates, Ill.-based Sears, Roebuck & Co. hired the agency for a “teleservices consulting project,” expected to last through the end of the year, said Bronnercom CEO David Kenny. There was no review.
Bronnercom’s direct marketing arm BSH in Boston will develop a customer relations program in which all phone communications with consumers–from operator training to telemarketing scripts–will be designed by BSH, said Kenny. The budget is undisclosed.
The agency was brought into the Sears fold by Home Services chief executive Rich Srednicki, who worked with the shop in the mid-1990s when he oversaw the AT&T Universal Card program, Kenny said.
Separately, Macdonald, who was named svp and executive creative director in London, will leave by month’s end.
Macdonald, who had joined the shop in February after stints with WestWayne, Atlanta, and other U.S. shops, did not return calls. Macdonald left WestWayne in 1998 after a clash of philosophies with chairman Ben West [Adweek, March 9, 1998]. Slosberg will lead the search for a replacement.