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SEARS OVERHAULS MARKETING CAMPAIGN

Published on .

(April 17, 2001) -- Sears, Roebuck & Co. is overhauling its marketing efforts and anticipates breaking a new campaign late this summer or early fall. Executives familiar with the situation said they are uncertain whether Sears will continue with its almost 2-year-old tagline, "The Good Life at a Great Price. Guaranteed."

Along with the "Great Price" tag, Sears has focused on promotional advertising, featuring multiple sales events throughout the year. Its new marketing chief, David Selby, has said he would like to focus on a branding campaign.

The changes come as Sears, along with other retailers, face serious challenges in keeping the cash register ringing.

The company's executives will meet with analysts on Thursday. WPP Group's Ogilvy & Mather and Young & Rubicam, both out of Chicago and New York offices, handle Sears' advertising. -- Alice Z. Cuneo

Copyright April 2001, Crain Communications Inc.

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