Kmart Revamps Marketing Team, Hires CMO

Kelly Cook Tasked With Relaunching Brand, Omnichannel Transformation

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Kelly Cook
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Kmart creative Mark Andeer has left the company, and the retailer has made personnel, structural and process changes to its marketing team as part of an effort to evolve the brand's overall marketing, the company said.

The reshuffle comes after Kelly Cook was named CMO, replacing former chief marketer Andrew Stein, who exited the role to join Big Lots in 2013. Ms. Cook, who recently joined Kmart from DSW, is tasked with leading the discount department store chain's brand relaunch and omnichannel transformation.

A new team may bring a fresh perspective to the retailer, which is in need of a turnaround that goes beyond a marketing shakeup. Kmart's comparable store sales fell 7% last quarter and parent Sears Holding Corp. shuttered 234 underperforming stores in 2014, most of which were Kmart locations, according to statements.

Mr. Andeer, who stepped into the VP-creative role at Kmart in 2012 after more than six years at OfficeMax and stints at BBDO and Lowe, worked on the retailer's witty, pun-driven ads such as "Ship My Pants" and "Big Gas Savings." He also helped develop campaigns for Kmart's Joe Boxer brand including the quirky holiday spot "Show Your Joe," created by FCB Chicago.

Sears Holding Corp. is also nearing the end of its agency review that began last year. The frontrunners are Havas, which handles media for Sears and Kmart, as well as creative for the Kenmore, Craftsman and DieHard brands, and Interpublic agencies, according to people close to the situation.

Kmart spokeswoman Jamie Stein said a winner has not been selected, and that Havas is still one of three agencies being considered.

"Our process continues and we are confident we will ultimately select the right agency to support our continued transformation," said Ms. Stein. "The driving force behind this agency restructure effort is our desire to create a cohesive brand identity for Sears and Kmart. We believe this process will best position us to succeed."

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