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Sears’ search for a new brand positioning is down to three agencies and lead creative shop Young & Rubicam is not among them.
As such, Y&R faces a significant revenue loss from a marketer that fuels its Chicago office. Last year, Sears spent $365 million in media, according to Nielsen. The WPP Group agency has worked on the brand since 1993.
That said, Y&R is expected to keep some Sears business, most likely in the realm of retail marketing, review participants said.
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