A new campaign by Omnicom Group agency GSD&M for Wal-Mart Stores urging consumers to "Look beyond the basics" recalls for many observers a 1993 effort by retailer Sears, Roebuck and Co. with the tagline, "Come see the softer side of Sears." Even GDS&M president Roy Spence told The New York Times that the two advertising campaigns are "scarily similar," but retail observers agree that Wal-Mart in 2006 is facing a very different set of marketing issues than Sears faced in 1993.

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