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Sears Continues to Struggle, Is PR Their Savior?

As we learned that mcgarrybowen, a Dentsu-owned advertising agency, has quit the Sears Holding account, the struggles of the former retail titan continue to mount. 

As MediaPost mentions, Sears spends 500-600 million annually on advertisements. For an agency to reject that type of money, the circumstances must be even worse than we considered. The article states, “As part of the review, Sears has reached out to the major ad holding companies to put together proposals for an all-encompassing marketing assignment. Dentsu is said to be participating, but mcgarrybowen has also withdrawn from that pitch. It wasn’t immediately clear which agency would replace it.”
While a comprehensive marketing plan makes sense for Sears, at this juncture, their money is much better spent on public relations.  Investors are not taking well to Eddie Lampert’s new vision for the company, and the situation is dire.  While getting customers through the door is essential, maintaining investment dollars is equally important. We would advise Sears to develop a public relations campaign that highlights their big future tech push. They have to outline the changes the company is making and separate themselves from the empty shelves and limited customer base that has been recently associated with Sears.
It is important to remember that advertising is what you say about yourself and public relations is what others say about you. At this point, Sears is in a position where positive press might be the only thing that breathes a pulse back into this dying brand.
Annex Communication is the authority in retail, CPG, and healthcare communication. We devise customized, integrated communication strategies that your increase ROI and affect your bottom-line.
We firmly believe that there is no “magic bullet” to achieving your communication goals. We utilize our industry expertise and experienced team to leverage relationships, create consistent messaging throughout all communication platforms, and creatively implement consumer engagement initiatives to build an effective communication strategy.