Barrie D'Rozario Murphy, TargetCast Pick Up Lands' End

Part of Push by Parent Sears Holdings Corp. to Refresh Its Brands

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Lands' End had selected Minneapolis agency Barrie D'Rozario Murphy to handle creative and TargetCast to handle media duties for the brand.

The move comes after the brand launched a review late last year. Lands' End confirmed the agencies have picked up the business.

The search for new agencies came at a time when parent company Sears Holdings Corp. has been struggling to refresh the Sears, Kmart and Lands' End brands. According to people familiar with the request for proposal, Lands' End was looking to overhaul marketing and increase ad spending to upward of $20 million. Indeed, the retailer's measured media spending shows a move toward that trend. In 2011, Lands' End spent nearly $13 million on measured media, according to Kantar Media, more than double the $6 million it spent the prior year.

Sears Holdings has made other agency moves recently. Just earlier today, Ad Age reported that the company moved more PR business to Daniel J. Edelman's Zeno Group from Euro RSCG Worldwide PR.

Last year, the company conducted a review to find a new lead creative agency for its Sears brand, awarding the business to Dentsu's McGarryBowen and keeping other brands such as Kenmore at incumbent agency Y&R. Around the same time, Kmart awarded its apparel and home business to Minneapolis-based Peterson Milla Hooks, though Interpublic's DraftFCB stayed on as lead agency.

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