The current shootout was staged after Sears' CEO Alan Lacy announced at the retailer's annual shareholder meeting in May that he wanted a new branding campaign for the fall.
Sears' other agency and WPP sibling shop Ogilvy & Mather, Chicago and New York, competed since earlier this year to come up with a new tagline to replace "Good Life at a Great Price. Guaranteed," which has been in use since August 1999. Sears' agencies will work to have the campaign with the new tagline ready to break in the fall.
Traditionally, Sears has divided its $1 billion-plus account between the two shops, with Y&R working on soft lines and Ogilvy with hard lines and other automotive products. -- Alice Z. Cuneo and Kate MacArthur
Copyright July 2001, Crain Communications Inc.