Sears Holdings has completed an agency review that began last November
and has retained Havas Media and Havas Worldwide, and added Publicis Groupe to the roster.
FCB, which had handled creative duties for K-Mart for years, will leave the roster after wrapping up
some holiday work later this year.
Sears and K-Mart spent about $500 million on ads last year, according to Kantar Media.
The company has
struggled to keep up with the changing retail environment. Its domestic comparable-store sales have declined in each of the last five years.
An internal memo distributed
within FCB and obtained by MAD stated in part: “We successfully retained the Kmart brand in a competitive review in 2013 and have continued to deliver and perform on this business that
represents 2 percent of our revenue. We’re proud of our long relationship with the brand and have amassed tremendous smarts and category experience that we can now devote to a more fiscally
healthy retailer.”
The agencies declined comment or could not be reached. A Sears Holdings rep did not return a query about the review.
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