Toronto-based Unitas Reputation Agency will begin working as the AOR for Sears Canada and will provide internal and external advertising and reputation services, taking over from incumbent, BBDO.

Sears said in a release it selected an agency that could support the organization by enhancing the reputation of Sears Canada from the inside out. Unitas demonstrated the philosophy, method and creativity to help the retailer accomplish that goal.

“In the end we agreed Sears Canada was not going to advertise its way out of its current situation,” said Chris Brockbank, SVP, marketing, Sears Canada, in a release. “We needed a partner that could unite Sears internally and help develop business building plans to achieve our short and long-term goals.”

Brockbank also said the company chose Unitas because of the agency’s expertise in building brands and method of creating enthusiasm for companies. A closed review, led by independent consultant Anne Sutherland of New Thinking, focused on a short-list of advertising agencies with proven retail understanding and success.

Mike Robitaille, president of the Unitas Reputation Agency, said in the release that the creative work done for clients is purposefully designed to give people more reasons to care. “Inspiring advertising, philanthropic efforts, or employee manuals, all have the potential to win a heart or mind,” he says. “When people want you to win, you become very hard to beat.”