TORONTO -- Young & Rubicam of Toronto now has the Sears Canada business for broadcast and magazine advertising, while Sears will continue to handle print ads such as flyers in-house. The agency was hired after its New York parent company won the U.S. business for Sears, Roebuck & Co. The Canadian Sears business will be served with a combination of resources from Y&R in Toronto and New York. The incumbent agency on the account was Bozell Retail of Toronto.
Sears Canada, based in Toronto, is trying to reposition itself in the marketplace. Sears has 110 retail stores and 1,800 catalogue pick-up locations across Canada and has been rumored to be interested in buying up some of the Eaton's department stores.
Copyright June 1997, Crain Communications Inc.