Havas Chicago Picks Up Sears' Craftsman, Die Hard and Kenmore

Account Handled for Years by Y&R in Chicago

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Sears Holdings has handed its Craftsman, Kenmore and Die Hard account to Havas Chicago after a protracted review, according to people familiar with the process.

The company put the account, which had been at WPP's Y&R in Chicago, into review last summer.

Y&R in Chicago had worked with Sears since 1993. Dentsu's McGarryBowen picked up lead creative duties for the Sears brand in 2011, but Y&R at the time retained the Die Hard, Kenmore and Craftsman brands.

The new Craftsman, Kenmore and Die Hard review was managed internally. Havas Chicago will now handle brand, digital and social media for Craftsman and DieHard plus social media for Kenmore in North America. McGarryBowen will continue to handle some home-appliances category work, which includes Kenmore, people familiar with the situation said. Havas Media will continue to handle media services.

Havas Chicago and Sears declined to comment.

Y&R's Chicago office said in a statement: "After a long and rewarding relationship, Y&R Midwest and the Kenmore, Craftsman and Die Hard brands have parted ways. With the strength of these three brands at their highest levels in 10 years, and having picked up Cannes Lions, SXSW Interactive and other awards in recognition of our campaigns, we feel extremely proud of our work throughout the past 10 years. We wish the Sears team the best in their future endeavors."

Even after the review began, Y&R was producing work, most notably in a minute-long ad for Die Hard in which a couple was being chased by zombies.

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Y&R's Chicago office this month picked up work for CPG Building Products', a building-materials manufacturer. The agency will handle brand strategy, creative and media for the company's Azek Building Products and TimberTech Brands.

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