Sears Holdings Corporation Press Release

NEW YORK, Jan. 25 /PRNewswire/ — Sears Holdings Corporation announced that after an extensive review it has named OgilvyOne, the digital and direct marketing unit of Ogilvy Worldwide, as its Direct Marketing and Customer Relationship Management (CRM) agency of record.

The assignment calls for OgilvyOne to develop and manage the strategic redesign, execution, testing and ongoing optimization of targeted marketing programs for both the Sears and Kmart brands. This is Sears Holdings first CRM agency appointment. The direct and email marketing was previously handled by multiple agencies. Ogilvy will service the account from its New York and Chicago office.

“Since the inception of its ground-breaking catalogue in 1888, Sears has always sought to be a trusted provider of products and services for its customers. We are excited to help Sears and Kmart accelerate their growth through targeted customer programs that innovate in the strategic use of marketing information and digital,” said Michelle Bottomley, Chief Operating Officer, Ogilvy New York.

According to Sears Holdings, Ogilvy’s appointment is part of a long term strategic effort to deliver a higher return on investment to its marketing programs.

“We were very impressed with the demonstrated CRM proficiency of the Ogilvy team. Their expertise in actionable customer segmentation, offer development, data analytics, and creative design along with their approach for bringing innovative customer programs to market match our aggressive ambitions for developing richer, deeper, and more profitable relationships with our customers,” said Lou Ramery, Senior Vice President, Relationship Marketing, Sears Holdings Corporation. “We are very focused on providing our customers with great brand experiences and our CRM initiatives in partnership with Ogilvy will take targeted marketing to a new level.”