Lands End shops for an agency for $20 million account

Steve’s breakdown: These guys can be a fickle bunch but it looks like they are getting serious here. And I suspect they are going to use a search consultant because they have in the past.

DODGEVILLE, WI: Land’s End is searching for an agency, according to people familiar with the matter. The review is believed to include both creative and media duties.

Representatives for Land’s End, which is part of Sears Holdings Corp., did not respond to requests for comment.

The brand is looking to overhaul its marketing and increase its media outlay to $20 million, from $6 million in 2010, according to Kantar, by using more TV and digital, according to people who have seen the request for proposals. Land’s End has primarily used in-house advertising, consisting almost entirely of print and catalog work. The vast majority of Land’s End’s measured media budget last year, 93% according to Kantar, went to magazines.

The search for a creative agency comes at a time when Sears Holdings Corp. is struggling to refresh its Sears, Kmart and Land’s End brands and make them more relevant. Earlier in the year the company conducted a review to find a new lead creative agency for its Sears brand, awarding the business to Dentsu’s McGarryBowen and keeping other brands such as Kenmore at incumbent agency Y&R. Around the same time, Kmart awarded its apparel and home business to Minneapolis-based Peterson Milla Hooks, though Interpublic’s DraftFCB stayed on as lead agency.

Land’s End’s measured media budget is a fraction of Sears Holdings’ total of $697 million, according to Kantar.

The consultant handling the Land’s End review is Aha Ideas in Minneapolis.

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