"We really want to grow and maintain our relationships with our multicultural media influencers," said Shannelle Armstrong, director of PR for Sears Holdings. What attracted the company to FCG was the agency's expertise and understanding of both those markets, Armstrong said. The firm is "looking to utilize every vehicle that makes sense to really touch customers where they are."
On July 16, FCG helped the company host an event "to reintroduce the Sears brand and Kmart brand to the multicultural media," Armstrong said. Editors and influencers were able to see new products, hear about upcoming initiatives, and meet the new points of contact. The firm will also work on multicultural outreach around the company's layaway program.
"Our goal is really to generate more experience in the retail space, that's really important to us, as well as helping Sears Holdings Corp. with their goals, which is reaching the Hispanic and African-American market in a relevant and compelling way," said Felischa Marye, VP at FCG, and the lead on the Sears account. Six others will work on the account to start.
The agency was chosen after a formal RFP that took about three months, said Armstrong. She declined to release the number of other firms involved.
Sears Holdings' AOR, Euro RSCG Worldwide PR, had done limited multicultural work for it in the past, said Andrea Morgan, EVP and MD of consumer brands North America for Euro RSCG.
"They were looking to expand and were better served to go to a firm that specializes in it," she said.