Sears Holdings is shifting the bulk of its PR business to Daniel J. Edelman's Zeno Group.
It is understood that the firm is adding the retailer's "seasonal" and "purpose" categories to its portfolio which already includes Sears' Craftsman and Kenmore brands. Zeno declined to comment.
"We've been using Zeno for some time now," said a Sears Holdings spokesman. "It's regular practice to look at a group of agencies and periodically make sure we've got the right teams working on the business. I think you try to find a number of different agencies that have different competencies matched to the business."
The shift nearly ends a five-year relationship between the retailer and Euro RSCG PR Worldwide. The Sears spokesman said the company is still working with Euro on select services.
Sears Holdings also works with Alison Brod PR and Fingerprint Communications, among other firms, on various lifestyle and fashion efforts.
Marian Salzman, CEO of Euro RSCG PR Worldwide in North America, said: "It's been a fantastic run, and it has included some of the most award-winning work that an agency has done in this business."
Ms. Salzman added that while the firm is no longer working on Sears' lifestyle account, it has doubled its overall health-care business from $4 million to $8 million over the past 12 months.
Ad Age has learned that the Sears shift also comes on the heels of the recent departure of Lisa Rosenberg, who was president, Euro RSCG Worldwide PR, North America.
Ms. Rosenberg's departure was not related to the Sears move. She said, "I chose to leave, and I'm trying to figure out what I want to do next. I want to go back to working on big global brands. That's what I'm passionate about. Euro is great, but that 's not the kind of work they do."