Advertising Account Is Worth $20 Million

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CHICAGO ( -- Lands' End has trimmed the contenders in its $20 million advertising review to four shops, according to executives close to the decision.

Interpublic Group of Cos.' Carmichael Lynch and Campbell Mithun, both Minneapolis; Havas' McKinney & Silver, Raleigh, N.C; and independent Richards Group, Dallas, will continue in the final round from an original pool of 12 agencies.

Agency representatives declined to comment, as did Lands' End and its search consultant, Rojek Cutcher Group, Cleveland.

No Sears connections
None of the finalists are associated with Lands' End parent Sears, Roebuck & Co. A critical driver in that decision, according to insiders, was that executives at Lands' End wanted to be sure the brand's advertising identity would remain separate from that of its new owner.

Last month, the catalog retailer put its account in play after Omnicom Group's DDB Worldwide, Chicago, moved the assignment to sibling Element 79, Chicago, to avoid a conflict with rival retailer J.C. Penney.