Sears Reviews Media Agencies

This past week the advertising trade magazine Ad Age reported that troubled retailer Sears Holdings, who according to Ad Age is among the top 20 ad spenders in the U.S. with annual 2011 ad spending estimated at $1.69b is reviewing its Media Agencies.

“As a matter of good business, Sears Holdings is reviewing and benchmarking other companies in the media space,” a spokesman said.

During the past couple of years, there has been a lot of turnover in the lead marketing role at both Sears and Kmart. This review comes on the heels of the departure of David Friedman, senior VP-president of Sears Holdings’ marketing business unit. He left the company in January. Imran Jooma, senior VP-president eCommerce at Sears Holdings, was tapped to oversee the marketing business unit late last year.

Y&R works on the Craftsman, Kenmore and DieHard Private Brands, as well as some other Sears business units



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.