SEARS CANADA APPOINTS PRIMARY CREATIVE AGENCIES
By Adnews Staff
Toronto-based Sears Canada has concluded an agency review launched in October with the selection of Ammirati Puris Lintas and TBWA Chiat/Day as the retailer's primary creative agencies. The appointment, effective immediately, includes broadcast and magazine advertising for both Sears Canada and the Eaton's brand. Ammirati Puris Lintas had previously worked with the retailer on its Whole Home Furniture chain. The Media Edge, a division of Young & Rubicam, will continue to be the retailer's agency-of-record for broadcast buying. Y&R's relationship with Sears previously included creative work in addition to media buying. All promotional print advertising, for both Sears and Eaton's, will continue to be handled in-house. Sears announced it will make a decision on dividing the responsibility between Ammirati and TBWA shortly. Ammirati and TBWA had been shortlisted with Young & Rubicam and Padulo Integrated for the account. Sears Canada operates 110 department stores, 25 furniture stores, 110 dealer stores, 15 floor covering centres, 12 outlet stores, 87 travel agencies and 67 auto centres across Canada.