Sears Canada creative goes to two shops

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TORONTO--Major Canadian advertiser Sears Canada has handed Toronto shops Ammirati Puris Lintas and TBWA/Chiat/Day its creativeassignment.

The appointments were made following a four-way pitch that includedincumbent Young & Rubicam and Padulo Intergrated, both Toronto based.

Y&R's media division, The Media Edge, retained media buying. Sears' total ad budget is estimated at $52 million.

APL and TBWA/Chiat/Day will handle broadcast and magazine work for both the Sears brand and the Eaton's department store brand that Searsacquired from bankrupt T. Easton Co. in August last year. Sears will decide later how the creative assignment will be divided between the two agencies. Print advertising for both brands will continue to be handled in-house.

Copyright February 2000, Crain Communications Inc.

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