So Where Does the Sears Move Leave Draftfcb?

By Kiran Aditham 

There has been some speculation about the goings on at Draftfcb since Sears shifted its lead agency duties over to McGarryBowen. Why? Because people are wondering about the state of the Kmart creative account, which Draft took over four years ago. While NYT’s Media Decoder did state that Peterson Milla Hooks would work on campaigns for Kmart’s apparel and home lines, sources familiar with the matter tell us that PMH is still considered a creative boutique for the aforementioned business units, which are just two of 12  within the Kmart fold. We’ve been told that the head of Kmart’s San Francisco-based Apparel unit just wanted to add another creative resource.

As for Draftfcb, it remains Kmart’s lead strategic agency and is working directly with the brand’s corporate CMO. Despite tipsters’ claims that McGarryBowen’s alignment with Sears may affect Draft’s ties with Kmart, our sources say that Sears Holdings wants to have two separate agencies handle its two big brands.

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