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Sears Awards Media Duties on $740 Million Account to MPG

Havas Agency Also Picks Up Online Portion

By Published on .

NEW YORK (AdAge.com) -- Sears Holdings Corp. selected Havas' MPG to handle media buying and planning duties on its $740 million account that had been handled by WPP Group's MindShare.
The media account covers the marketer's Sears and Kmart brands.
The media account covers the marketer's Sears and Kmart brands.

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.

CMO's statement
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.

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