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. That's no surprise, however, given that Y&R wasn't a finalist in the pitch--one of several that Sears Holdings Corp. called in the past few months.
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. Select Resources International in Santa Monica, Calif. managed the process.
Sears is among the largest account of Y&R's Chicago office. The agency, which is expected to keep some Sears product assignments, has worked on the brand since 1993.
All told, Sears spent $365 million in media last year, according to Nielsen. That figure doesn't include online spending.
