Sears Puts Cratfsman, DieHard and Kenmore Brands in Review http://bit.ly/19MoPXR
Just as Sears Holdings Corporation’s Kmart wrapped up and kept DraftFCB as its lead creative agency, the Sears brand has put the account for its Kenmore, DieHard and Craftsman imprints into review.
The account is currently at WPP’s Y&R Chicago, the agency that previously had the entire Sears account until 2011, when McGarryBowen picked up lead creative duties for the Sears Brand. Y&R, which has been working with Sears since 1993, at the time retained the Die Hard, Kenmore and Craftsman brands.
Sears declined to comment, but executives familiar with the review said that the process is being managed internally by procurement. Y&R declined to comment.
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