Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Young & Rubicam’s rebranding campaign for Sears, Roebuck & Co. is in production and set to break at the end of August, according to sources.
Y&R bested fellow Sears roster shop Ogilvy & Mather in a shootout to come up with a replacement for the retailer’s two-year-old tag and positioning, “The good life at a great price. Guaranteed.” The new work is expected to move away from price as a major selling point. A similar competition between the two Chicago WPP Group shops resulted in the current tag, with both agencies getting credit that time around.
A Sears representative declined to give details of the upcoming campaign.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in