2010 GOLD

RETAIL

'DON'T JUST GO BACK. ARRIVE.'

SEARS, SEARS HOLDING COMPANY

Don Hamblen, CMO and VP, Sears Holdings
Robert Raible, VP, Integrated marketing, Sears Holdings
Chris Bohrer, Director, Advertising - Broadcast, Sears Holdings
Dana Schueller, Director, Program Development, Sears Holdings
Richard Gerstein, CMO, Sears Holdings Corporation

Y&R CHICAGO

Jim Reath, CMO, Y&R Chicago
Ken Erke, EVP, Chief Creative Officer, Y&R Chicago
Chris Hunter, SVP, Creative Director, Y&R Chicago
Kevin Babcock, Director of Digital, Y&R Chicago
Deja Cowser, Account Supervisor, Y&R Chicago

MPG

DESIGNKITCHEN

Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. We created a program that reached them with the things they value most: music, celebrity and social media. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.