“We’re really trying to be a different brand,” Armstrong said to a small crowd of reporters at the Soho Grand Hotel in New York. “We really want to be in partnership with media.” She spoke about the calendar the company is on—already planning for the holidays—and its upcoming Back-to-School campaign featuring Selena Gomez, its Protege line, and work with LL Cool J.
“We have come back with a vengeance in the multicultural space,” Sahagùn said, explaining that the company had stepped away, only to return about three years ago. They showcased several current Spanish-language advertisements and talked about partnerships with Steve Harvey and Mocha Moms.
Armstrong put it this way: “We have new energy and blood at the business.”
Here at PRWeek, we’ll be tracking this work from Sears Holdings, and will have updates as campaigns launch.