Sears Holdings Reaches Out to Holding Companies for Consolidation
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Sears Holdings has reached out to agency holding companies for a potentially sweeping agency consolidation.
According to executives familiar with the matter, the company has reached out to all of the major agency holding companies, asking them to present ideas on how to structure and staff the retail giant’s accounts, which are spread among a number of agencies.
According to these people, Sears sent a two-page document containing information on an “agency structure project” for 2015. In the document, Sears asks agency holding companies for information on how they would structure and support the account, which incluces Sears and Kmart, as well as its Craftsman, Die Hard and Kenmore brands. The scope includes merchandising, packaging, media buying, media placement, multicultural, social, mobile, search, direct marketing, catalog work, loyalty, brand positioning and more.
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