Carmichael Lynch Working for Sears’ Tire Group

Carmichael Lynch has quietly been working on projects for Sears, Roebuck and Co.’s Tire Group and could be named the division’s agency of record shortly, sources said.
The business is currently handled by Ogilvy & Mather’s Chicago office. O&M officials said they were unaware of any shifts in advertising assignments.
The Tire Group encompasses 800 Sears Auto Centers and 350 National Tire & Battery stores nationwide.
Carmichael and Sears officials declined comment. Sears spent just over $34 million advertising batteries through its NTB subsidiary last year, per Competitive Media Reporting.
The connection between Sears and the Minneapolis agency is believed to be through vice president of retail marketing Bob Thacker, who joined the retailer last year. Carmichael worked for Target Stores when Thacker was the company’s vice president of marketing.
The move comes as Hoffman Estates, Ill., retailer is repositioning itself with a new ad campaign. The work, from O&M and Young & Rubicam, New York and Chicago, is tagged, “The good life at a great price. Guaranteed.”
The campaign unifies Sears’ marketing efforts under one banner, said Mark Cohen, executive vice president of marketing.
“It’s an expression of our DNA brought to life in a new and focal way,” he said.