CHICAGO: Sears' Kenmore brand hired Zeno Group as its PR agency, confirmed Tom Aiello, division VP of PR for Sears Holdings.
Zeno MD Grant Deady said the agency, which also represents Sears' Craftsman brand, participated in a competitive review involving three agencies, each of which currently represents Sears brands. The review culminated a few weeks ago.
He added that the account is a one-year contract in the mid-six-figures range.
Euro RSCG Worldwide PR, which continues to represent various Sears Holdings brands, had previously handled PR for Kenmore, confirmed Aiello. According to industry sources, the agency participated in the review.
Zeno will focus on product launches and social media promotion, noted Deady. Additionally, the agency will leverage and promote Kenmore Live Studio, a Kenmore appliance store in Chicago with interactive Web features online.
It will serve as a hub for a lot of the marketing activity for the brand, said Deady. “In terms of the opportunity, I see it as one of the more unique things we'll be able to touch,” he added.
Additionally, the agency will host events at the studio that it will broadcast online.