Sears goes with MPG


MPG North America has just won the Sears Holding Corporation account, and will be responsible for "media planning and buying for all television, radio, magazines, out-of-home, online and emerging media" action, for all of the company's targeted demographics. Sears said MPG's ability to go multicultural played a major role in its decision, and for its part, MPG is happy that its client's desire to pursue an aggressive media path.

"Throughout the pitch process the marketing teams from Sears and Kmart proved their reputation for being smart, fair and extremely professional," said MPG's Charlie Rutman. "What's most exciting to us is that their commitment to using media to grow their business is second to none. Sears Holding is exactly the kind of client we want to partner with."

RBR observation: This sounds like a double call to arms to us. First off, we would want to make sure we are a prominent part of any action Sears Holding has in store for our market. And we would also have an interest in letting Sears Holding's competitors know that Sears may well be on its way to grab a share of their business. It may be that they'll agree that a pre-emptive air strike is in order.