Lacy, new CEO of Sears, wants to create a shopping center.(Alan Lacy of Sears, Roebuck and Co.)(Brief Article)

Advertising Age, November, 2000 by Cuneo, Alice Z.

Alan Lacy, the new CEO at Sears, Roebuck & Co., is looking for more than a guaranteed good life at a great price. Mr. Lacy, who took over the Sears rebuilding effort Oct. 1, wants to put the power of Sears' $1.5 billion marketing budget into making the retail chain a shopping destination. The new CEO has found Sears' advertising to be too focused on its product lines in the ``Softer side'' campaign, which turned upward the company's fortunes in the 1990s, and on price with its 15-month-old, heavily promotional ``Good life at a great price. Guaranteed'' campaign. The longtime Sears executive came to the CEO post from heading up the retailer's credit and service operation, where he turned around Sears' credit card business. The new marketing direction Mr. Lacy envisions...

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