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

President & Chief Strategist at My Private Brand/Folio28 LLC

Christopher Durham is the president and founding partner of the retail and Private Brand consultancy Folio28. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building billion dollar Private Brands.

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