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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.
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