Select Resources International will manage Sears Holdings Corp.’s creative review, according to sources.
The Sears brand is the focus of the review, although the client also may add agencies to create product-specific ads for Kmart, said sources. If the client adds any shops on Kmart, however, Interpublic Group’s Draftfcb in Chicago will remain as the brand’s lead creative shop, sources said.
WPP Group’s Young & Rubicam in Chicago is Sears’ lead creative agency. Y&R and Draftfcb referred calls to Sears Holdings, which confirmed the review, noting that the move stemmed from “a normal course of business.”
A company representative declined to answer specific questions about the search, including one about the involvement of SRI. The consultancy, which is based in Santa Monica, Calif., referred calls to the rep.
Sears’ major media spending totaled $365 million last year—down 15 percent from $430 million in 2009, according to Nielsen. In the same time frame, Kmart’s spending also declined—from $170 million in ’09 to $125 million last year.
Sears Holdings’ media and public relations duties are not in play, which are now at Havas units MPG in Chicago and Euro RSCG PR in New York, respectively. Sources also expect direct marketing and customer relationship management efforts to remain in-house.