Sears Selects Rebrand Strategy

CHICAGO–Sears, Roebuck and Co. has selected a strategy from Young & Rubicam for a major rebranding campaign after a creative shootout between that shop and the retailer’s other roster agency, Ogilvy & Mather.

“We decided to go with Y&R’s idea, which will be implemented across our other agencies,” a representative for the retailer said.

The decision to rebrand came after Sears’ chief executive Alan Lacy told investors earlier this year that he wanted Sears marketing to focus on the Hoffman Estates, Ill. company’s entire offerings rather than price and scrap the two-year-old tagline, “The good life at a great price. Guaranteed.” That tag was developed after a similar competition, with credit given to both agencies.

Pitches were made last month before Lacy and David Selby, Sears’ marketing chief. At that time, both Chicago shops pitched nearly identical taglines: one with “Sears. What else do you need?” the other, “What else do you need? Sears.”

Ogilvy currently handles hardware and the bulk of the Sears advertising, while Y&R works on software goods. Both handle various promotional campaigns.

Sears spends roughly more than $600 million on advertising, according to CMR. Spending on its new brand work was not revealed.