Lands' End Narrows TV Search
The agencies are BBDO and Downtown Partners, both in Chicago; Young & Laramore, Indianapolis; and Fresh Grey, New York. The incumbent was Design Kitchen, Chicago.
What does Lands' End want from its broadcast creative agency?
"A collaborative partner who is open and will complement Lands' End's internal creative team," said Jackie Schutty, director of public relations at the Dodgeville, WI, cataloger and online retailer. Lands' End is a wholly owned subsidiary of Sears Holdings Corp., which is the publicly traded parent of Kmart and Sears.
Television is part and parcel of Lands' End's multichannel marketing.
"Our marketing efforts are integrated, leveraging both print and television advertising to support seasonal campaigns by elevating the Lands' End brand and driving sales," Schutty said. "Everything we do is a reflection of the Lands' End brand and needs to reflect our core values."