Sears turns to O&M for national branding ads

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Sears, Roebuck & Co., apparently having decided on a refashioning of its "Softer side" campaign for later this year, is expected to give Ogilvy & Mather greater responsibility for national branding advertising, executives knowledgeable of the efforts said. Sears Exec VP-Marketing Mark A. Cohen is scheduled to describe his plans to Wall Street analysts this week. Currently, O&M has the bulk of advertising responsibilities for Sears' hard lines, while Y&R Advertising, New York and Chicago, handles most "Softer side" work.

Copyright June 1999, Crain Communications Inc.

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