MPG will also take on online responsibilities previously handled by WPP's MEC Interactive, a unit of Mediaedge:cia. The business encompasses the Sears and Kmart brands; creative for Kmart is handled by Interpublic Group of Cos.' DraftFCB, while WPP's Y&R handles Sears' creative.
In a statement, Sears' Maureen McGuire, exec VP-chief marketing officer, said, "We believe this agreement with MPG aligns us with an organization that can help us connect with and profitably serve our customers and achieve our goals of being a more efficient and effective company."
She added that "MPG has a proven track record in employing media solutions grounded in insights and facts that will integrate traditional and emerging media strategies seamlessly with the Sears Holdings' creative and marketing processes. MPG also has considerable expertise in reaching multicultural audiences which are extremely important to our business."
MPG beat out the incumbent MindShare, Aegis' Carat and independent Horizon Media for the business. Catherine Bension of SRI Consultants handled the review.