TITLE

Davila sees Sears' effort drive traffic

AUTHOR(S)
Webster, Nancy
PUB. DATE
July 1999
SOURCE
Advertising Age;7/19/1999, Vol. 70 Issue 30, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on an integrated multicultural marketing campaign which will be launched by Sears Roebuck & Co. in the U.S. in August 1999. Specialty agencies include Mendoza, Dillon & Asociados, Burrell Communications Group, and Kang & Lee. Lead agencies on the effort are Y&R Advertising and Ogilvy & Mather. Industry sources peg Sears' multicultural marketing effort to exceed $50 million. Gilbert Davila, director of multicultural marketing since 1995, says his experience helps him understand how programs can brand Sears as well as drive traffic into stores. About 350 of the full-line stores have a multicultural consumer base.
ACCESSION #
2051456

 

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