The account previously had been with sibling DDB Worldwide, Chicago, which also handles J.C. Penney's $298 million account. Lands' End earlier this year quietly shifted its business between the sibling shops, apparently to avoid anticipated conflicts. However, both DDB Worldwide and Element 79 share some back-office functions.
Sears' agency for
Lands' End spent $19 million on advertising last year, according to Taylor Nelson Sofres' CMR. The bulk of the spending, $13.2 million, was put toward on magazine advertising with a small amount spent on syndicated TV ads. Sears, meanwhile, spent $637 million for 2001.
Sears announced Monday its plans to acquire Lands' End for $1.9 billion. The Lands' End line is expected to be rolled out into Sears stores this fall, with a full national launch in 2003.