Sears names OgilvyOne its DM, CRM agency

Share this article:
Sears names OgilvyOne its DM, CRM agency
Sears names OgilvyOne its DM, CRM agency

Sears Holdings Corp. has named OgilvyOne its direct marketing and CRM agency of record, with responsibility for both the Sears and Kmart brands.

This is Sears' first CRM agency appointment. Direct and e-mail were previously handled by multiple agencies.

OgilvyOne will develop and manage the strategic redesign, execution, testing and ongoing optimization of targeted marketing programs for both brands.

The appointment is part of a long-term strategic effort on Sears' part to deliver a higher return on investment from its marketing programs, according to a statement from OgilvyOne.

OgilvyOne's “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, SVP, relationship marketing at Sears Holdings, in a statement

The appointment comes at a time when the entire retail community is facing declining sales and consumer confidence as well as a possible recession. Sears, however, was struggling before the holiday season. The multichannel retailer posted a 4.6% decline in total domestic comparable store sales for the third quarter of last year and 4.1% decline for the second quarter. The company also has come under scrutiny recently for its online privacy practices.

OgilvyOne roster of clients includes American Express, Cisco, Coca-Cola, DHL and Unilever. It is a unit of The Ogilvy Group, which is part of WPP Group.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.