Havas Wins Sears Holdings
Posted in: UncategorizedThe 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 Omnicom’s DDB also participated, but a source told Adweek they’d withdrawn back in March.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.
