Havas Wins Sears Holdings

The review is done: Havas Worldwide beat out IPG (as represented by FCB) and Publicis (as represented by Leo Burnett) to win lead creative duties on the Sears Holding Group business, which includes both Sears and Kmart.

We’ve yet to receive word from the client or the agency on this matter, but we know it’s all done because the Havas organization revealed the win on its own career page. Here’s the listing calling for a new art director/designer to work on the account:

“Havas Worldwide Chicago is seeking an stellar Art Director/Designer for its new Sears business.

For Sears, Kenmore, Craftsman and Diehard, Havas Chicago is employing a digital-first approach and game-changing social ideas, which is helping to breathe new life into this iconic portfolio of brands. Targeting younger audiences through nimble content that activates the brands’ passionate fan base, we’re driving cultural relevance for a whole new generation of fans.”

The word “new” in the listing gives the win away, because it indicates that Havas has won a greater share of the existing Sears Holding Company business. The move makes sense, too: you may recall that in March of 2014, Havas Chicago won creative duties for Sears’ Diehard, Kenmore and Craftsman properties (which had been with Y&R), so the client is familiar with the agency’s work.

In addition to that business, Havas Media has handled planning/buying for both Sears and Kmart for some time; the relationship began in 2007 and the client retained the shop’s services in November 2012.

In addition to the job description, Havas Chicago lists Sears as a client separate from the Kenmore, Craftsman and Diehard brands in its bio:

“Havas Chicago has over 400 employees and a blue-chip client roster that includes AutoZone, Citibank, Cracker Barrel, Craftsman, DieHard, Dish, DishLATINO, Kenmore, Hefty, Reynolds, Sears, Sony PlayStation and Terminix.”

The Sears Holdings creative review began way back in late 2014, with Dentsu’s incumbent mcgarrybowen withdrawing from the Sears competition in February “after its current contract expired without renewal and marketing chief Imran Jooma left the company to join Finish Line.” Omnicom’s DDB also participated, but a source told Adweek they’d withdrawn back in March.

While we can’t yet specifically confirm the status of FCB’s attempt to retain the business for which it created “Ship My Pants,” Havas Worldwide will (apparently) run the Sears account from its Chicago office.

Updates when they come in.

mcgarrybowen Bows Out of Sears Review

sears logo 2

The agency’s official position is “no comment,” but today an AdAge report and a source close to the matter tell us that mcgarrybowen has resigned the Sears account rather than participate in a pending creative review.

Three years after its last full review, the client began making some agency moves back in early 2014 by sending its KCD or Kenmore Craftsman Diehard work from Y&R to Havas Chicago.

Y&R lost the client’s primary creative account to mcgarrybowen in May 2011 after 18 years; prior to that move, Sears made headlines in the industry for demanding ownership of “all creative work done by agencies pitching for the brand” no matter who won the account. We have no word on whether that’s still the case. Back in 2011, Adam Wohl (who is, appropriately, now an ECD at mcgarrybowen) made a video mocking the above request — but that video has since been set to “private.”

Last November, sources told Adweek that the company had begun reaching out to every major holding company, but today’s AdAge report claims that Sears recently placed the review on hold due to internal complications. What might those be? The company will announce its earnings for the latest quarter on Thursday, and yesterday The Motley Fool noted that Sears “is losing an estimated $7 million a day” despite closing some 200 stores in 2014; the writer wonders whether the chain will exist in its current form one year from now. (We should also note that Sears Holdings owns Kmart, which has been with FCB since 2007.)

We reached out to Sears corporate for more information on the review, but representatives have yet to respond.

mcgarrybowen’s most recent work for the soon-to-be-former client is December’s #MoreToYou holiday shopping campaign.

Mike Myers Does a Hilarious Sears Ad With His Brother, Who's Worked There for Decades

Sears Canada is struggling mightily, but it has a secret weapon in a celebrity connection.

Peter Myers has worked at Sears Canada for 32 years. And it turns out his brother is Mike Myers, who agreed to do this amusing ad playing up their connection. The spot—directed by Hungry Man’s Bryan Buckley—is nicely self-aware, too, as it comically refers to the retailer’s problems. And Mike and Peter’s banter is funny, natural and well written.

“Do you know anything about the retail business?” Peter asks Mike. “Not a lot,” Mike replies. “Just that Sears Canada has to demographically and psychographically alter the trajectory of its business model. But that would just be a wild guess.”

Stick around for Mike’s jingle singing at the end.

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CREDITS
Client: Sears
Production Company: Hungry Man
Director: Bryan Buckley
EP: Mino Jarjoura
Producer: Matt Lefebrve
Line Producer: Tony DiMarco
DP: Adam Beckman
Production Designer: Paul Austerberry
Editor: Jay Nelson @ cut and run LA



Sears Holiday Spots Are Decked With Danger and Destruction

Sears puts some stupid in your stocking as the Denskies, an enthusiastic but hapless family of four, return in a trio of spots by mcgarrybowen. We're talking Little Caesar's-level silliness here, with lots of sight gags, screaming and stuff exploding, and I salute the retail chain for steering clear of safe and sedate yuletide fare.

One ad riffs on The Exorcist, revolving around a possessed fortune teller with really creepy eyes. It's enough to make your head spin. In another spot, a bear chases dad through the woods. Talk about Santa Claws!

In the stupidest and best commercial of the bunch, dad builds a "Robo Granny." She looks a bit like Rosie from the Jetsons, but this bot's way more destructive, zapping everything in the house, including the family cat, with laser-beam eyes. (The daughter deserves an award for the impassioned yet absurdly funny way she screams out "Fluffy!" as the feline's hair goes flying.) I'd like to see granny battle the violent vermin of "Squirrel Revolt," the popular Denskies installment from a few months back. She'd really roast their nuts!


    

Kmart Is Getting Stuffed for Opening on Thanksgiving Morning, and Its Tweets Aren’t Helping


    

Sears faz piada com a publicidade genérica e hipster da atualidade

Eu queria encontrar o gênio que pensou nesse comercial acima e simplesmente dizer “obrigado”.

A publicidade está infestada de comerciais genéricos, com trilhas macarrônicas hipsters criadas em estúdio, atores descolados indo pra balada e/ou correndo em praias e/ou dançando no meio da rua, enquanto frases clichês em inglês são salpicadas na tela: “be free”, “go wild”, “be happy”, “the future is now”, etc.

E não se engane ao tentar definir mercados aqui. Essa platitude está presente em todo tipo de marca e produto, refletindo departamentos de marketing coxinhas que querem parecer jovens e antenados.

A Sears começar por aí, mas o final é bem diferente do que se imaginava.

Brainstorm9Post originalmente publicado no Brainstorm #9
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