The company, which has around 3,800 stores across the US, picked MPG ahead of its incumbent agencies, MindShare and MEC Interaction. Carat and Horizon Media were also involved in the pitch.
MPG's assignment includes planning and buying for all TV, radio, magazines, out-of-home, online and emerging media for Sears and its sister chain, Kmart.
Maureen McGuire, the Sears chief marketing officer, cited MPG's record in providing solutions which integrated traditional and emerging media strategies and its expertise in reaching multicultural audiences as the reason for the signing. Young & Rubicam will continue to handle the Sears creative account.