Sears, Roebuck & Company has decided to consolidate its advertising with Young & Rubicam, ending its 43-year tenure at O&M, according to a report at AdAge.com. The account will move from Ogilvy by October 1st. Both agencies are part of the parent company, WP Group.
O&M handled the Craftsman ™, Die Hard ™, and Kenmore ™ brands. Y & R has handled “The Softer Side of Sears” store positioning since 1993.
The decision comes after a month-long agency review requested by Sears’ CEO, Eddie Lampert. Sears has recently cut its fees to both agencies, causing Ogilvy’s Chicago office to reduce staffing.
A Y & R spokesman commented that this a slow, gradual victory, not a one-time event. Sears has been Y & R’s largest account for some time. Y&R’s current Sears store branding campaign is “Good Life, Great Price.”