Sears, Roebuck & Co. this week mails to consumers nine million copies of its holiday Wish Book, said senior exec-VP marketing John Costello on Monday in a speech to the Association of National Advertisers in Boca Raton, Fla. Sears is resurrecting the toy catalog this year as part of its "Merry Side of Sears" campaign, handled primarily by Young & Rubicam, New York. Also reappearing this year are the clever spots from Ogilvy & Mather, Chicago, starring young children explaining the benefits of various appliances.
Additionally, Sears breaks during the holiday season a Hispanic-targeted promotion tied to the release of Gloria Estefan's Spanish-language album. Sears next year will sponsor Ms. Estefan's tour, targeting both general market and Hispanic audiences. O&M, Chicago, and Mendoza, Dillon & Asociados, Newport Beach, Calif., handle general market and Hispanic ads breaking early next year.