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Sears Changes Guaranteed
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. A new campaign from Ogilvy & Mather here will introduce the theme: “All the good things in life, guaranteed,” sources said. The positioning was developed with fellow roster shop Young & Rubicam. The campaign succeeds “Softer side.”
Legacy Names Panel for $150-225 Mil. Account
WASHINGTON, D.C.–The American Legacy Foundation has formed a six-member selection committee to chose finalists for the $150-225 million anti-tobacco program.
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