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.