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Hopes to Avoid Conflict Following Acquisition By Sears

By Published on .

SAN FRANCISCO (AdAge.com) -- Omnicom Group's Element 79 Partners will be the agency for the Lands' End brand as its merger goes forward with retail giant Sears, Roebuck and Co., executives familiar with the situation said.

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

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its soft lines, WPP Group's Y&R Advertising, Chicago, will handle Lands' End advertising only as it pertains to promotions under the retailer's "Sears: Where else?" national effort.

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.

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