EXCLUSIVE: Sears Holdings and Digitas Split
Steve’s breakdown: The Ratti Report has obtained a memo from the Digitas management regarding the split with Sears Holdings. Considering what’s been going on at Sears since we stared covering them, we’re not surprised. There was the long awaited CEO hiring and then a month later they said that Sears Holdings was reviewing the ad business. Oh, and here’s the AdWeek article when Digitas won the business.
Here’s the memo:
JUNE 30, 2011: “Digitas has made the difficult and right decision to part ways with one of our clients, Sears Holding Corporation–a partnership defined by brilliant work, digital-technology media innovation, and led by some of our very best talent and leadership.
This was made after careful and thoughtful deliberation. Our business partnership with Sears evolved over the last year, and it became apparent that the shared focus that brought us together in 2010 has diverged and surfaced on different strategic paths. While this is a rare occurrence for Digitas, it’s one we are prepared to manage in the best interest of our people and our agency.
We have many reasons to be proud. Here are three of them:
- Built a remarketing platform across multiple brands defining the strategy and driving the execution. Due to its success, this program has become an important component of their overall marketing mix.
- We have partnered with them to significantly enhance their display media analytics platform, earning us (and our agency partners) a spectrum of praise; from “terrific” to “outstanding”, from “excellent” to “fantastic”.
- We ignited a greater investment in future-focused channels like online video, which optimizes targeting strategy and gives greater breadth to creative executions. Today, it is now a critical component of the integrated marketing strategy across the SHC brand portfolio.
We have served this client with passion and unparalleled capabilities across strategy & analytics, planning and buying, and media operations & technology—staffed and led by people who had skin in the game, sharing the same pains and victories of our client. For everyone who has worked on the SHC business, STAND UP. You’re work, energy and thinking stand out.
We wish SHC the very best in their future pursuits. Our focus over the next 90 days will be on an orderly, thoughtful and thorough transition of the SHC business.
More broadly for Digitas, we do what we always do. We look and move forward.
While we do not anticipate press coverage on this, there is a remote possibility that we may get an inquiry or two from a reporter. Please direct all press inquiries to Jill Kelly.”
Sears Holding Company is located in Hoffman Estates, IL.
This Source is confidential