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A New Campaign For Sears

Sears released the specs of a new advertising campaign focusing on what they consider the American Dream. The massive marketing move was coordinated through a collaboration between Ogilvy & Mather, and Young & Rubicam. Sears’ new campaign will begin in September, a plan that hopes to produce some 2 billion media impressions. Getting away from their new "Good Life at a Great Price. Guaranteed." theme may prove to be rather difficult. An article from Yahoo News divulges the whole strategy, complete with all the marketing quotes. We can only hope that their recent tie with the Backstreet Boys will not be included in this ad campaign. Sean McEachern

Thu, 16 Mar 2000 07:30:56 -0800