Casi un año se tomó la compañía en el proceso de revisión de agencias de medios
After a long and exhausting process, Sears Holdings was finally able to finish the review it began last year, keeping Havas and hiring Publicis Groupe in an agency restructuring that was carried out at a holding company level. The Interpublic group the third holding that participated in the review- will lose the Kmart business that is currently handled by the FCB agency but the IPG shop will continue to work on this year´s holiday campaign.From now on Havas will be the record agency for Kmart and will keep the mass media assignments of Sears Holdings Corp., that include certain elements of digital advertising. Publicis Groupe was not on the Sears Holdings’ roster, which is still working on scope with the agencies that comprise the holdings, but informed that they will have groups dedicated to supporting media, creativity and digital actions.”The three finalists showed a range of great thinking and passion and they invested great resources that really impressed us” said Bill Kiss, VP and chief digital marketing officer for Sears Holdings, who led the process and will now oversee the agency restructuring. When the company began its review in November it invited all the major holding companies to participate, but there were delays on several occasions. It didn’t send out requests for proposals until 2015. The review was then fixed to finish at the end of August, but at that moment another round of meetings with the participants took place according to sources close to the matter.
