• August 16, 2005

Sears Holdings Corp., the company formed via the merger of Sears, Roebuck & Co. and Kmart Corp., late Monday said it was consolidating all advertising for the Sears, Kenmore, Craftsman, and Diehard brands, as well as Sears Roebuck's corporate advertising at Young & Rubicam, ending a 40-plus year relationship with Ogilvy & Mather. Both agencies are part of WPP, as is Kmart agency Grey Global Group.

The assignment includes broadcast creative and production, motor sports, multicultural marketing, customer relationship management, and thought leadership, but not media planning or buying, which will remain with MindShare.

The decision follows a pitch by both Y&R and O&M to integrate the account and "reinvent the collaborative process to enhance value and improve speed to market," the company said. Both shops presented "persuasive proposals," said Luis Padilla, president of merchandising and marketing for Sears Retail. -- Joe Mandese