Sears Picks New Digital Agency


Publicis Groupe's Digitas has won digital media planning and buying duties for Sears Holdings after a review, according to sources. Annual spending on the account is estimated at $30 million.

The incumbent was Media Contacts, a unit of Havas Digital, which won the business in 2007 when the retailer put its entire media business up for review. The traditional media assignment was won by sister shop MPG at that time, and those duties now remain with that agency.

Participants in the digital review, along with Digitas and Havas Digital, were 360i and Horizon Media.

With the win, Boston-based Digitas becomes the digital media agency of record for Sears, servicing both the Sears and K-Mart brands.

For Digitas, the win follows last month's addition of digital media planning and buying from tire company Goodyear. In addition, software firm CA recently awarded the shop digital creative and strategic duties.

A client rep didn't return calls seeking comment. The agencies couldn't be reached or declined comment.