Sears Canada has confirmed its faith in Prism Communications by extending its existing contract with the agency until the end of 1997.

Sears hired Prism in February 1993 after dropping bbdo (then McKim Baker Lovick/BBDO) as its media agency-of-record, and the now-defunct Franklin Dallas Advertising as its creative agency.

The retail chain had just announced record sales declines and industry insiders speculated the hiring of Prism was a cost-saving measure only and the relationship would be short-lived.

Nina MacLaverty, Sears corporate general manager of retail marketing, says the company has got more for its money since hiring Prism because the relationship is a partnership.

‘Prism is involved in the business to a much greater degree than would be apparent to the advertising community,’ MacLaverty says.

‘The difference with Prism is rolling up shirtsleeves and working throughout the organization, and not just viewing your relationship as one with the ad department and building pretty creative,’ she says.

‘In my opinion, there’s no other agency that has the passion and fortitude to help us stick with our long-term strategy.’ PS