LANDS' END NAMES MCKINNEY AGENCY OF RECORD

Campaign for Sears Rollout Will Come From Incumbent Element 79

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SAN FRANCISCO (AdAge.com) -- Retailer Lands' End has named Havas' McKinney & Silver, Raleigh, N.C., as agency of record following a review, the company said today.

Other contenders in the pitch included Interpublic Group of Cos.' Carmichael Lynch, Minneapolis, and independent Richards Group, Dallas.

Lands' End spent $18.9 million in advertising in 2001, and $8.6 million for the first six months of this year, according to Taylor Nelson Sofres' CMR. The majority of Lands' End spending was centered on magazine advertising, with some cable TV.

The Dodgeville, Wis.-based

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retailer, which sells clothing and other products via catalogs and the Web, was purchased earlier this year by Sears, Roebuck & Co. in a $1.9 billion deal.

Selling in Sears' stores
Lands' End products will start selling in Sears stores this fall, with advertising promoting the rollout breaking in November.

That campaign will be a joint effort between Lands' End's previous agency, Omnicom Group's Element 79 Partners, and its in-house team along with Sears' main ad agencies, WPP Group's Y&R Advertising and Ogilvy & Mather Worldwide, both Chicago, according to a Lands' End spokeswoman.

Keeping current look
The spokeswoman said the new ad campaign will not "stray far" from the brand's current look and strategy. Lands' End merchandise will have specific signs in the women's departments of Sears' stores, but will be integrated with other Sears' merchandise in the men's aisles, the spokeswoman said.

McKinney & Silver will begin work on the Lands' End part of the account early next year.

Lands' End this summer opened the review to avoid possible conflicts with its Omnicom agencies. The retailer's account had been with Omnicom's DDB Worldwide, Chicago, which also handles J.C. Penney's $298 million account. Lands' End shifted its business to Element 79, apparently to avoid anticipated conflicts. However, DDB and Element 79 share some back-office functions.

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