Baltimore-based TBC, Inc. announced a partnership with iconic Canadian retailer Sears Canada Inc. following a “thorough pitch process,” including a creative assignment and media, public relations and social media strategy presentation.

TBC will provide ongoing strategic TV/radio/print advertising, digital and social media services.

“The retail landscape is truly changing and consumers are shopping much differently. Sears Canada is evolving and we want our customers to know it, feel it and respond to it,” said Brandon Stranzl, executive chairman, Sears Canada. “As we focus to meet the needs of today’s consumer, we have engaged TBC for their ability to strategically communicate our message through all relevant marketing channels.”

TBC said it recently completed the Sears Canada Spring campaign, “focusing on reintroducing the great products and desireable brands that Sears Canada carries throughout all departments, from fashion to home décor, and everything in between.” The photo, above, shows the TBC and Sears Canada team at the Sears Spring shoot with TBC’s founding partner and Chief Creative Officer, Allan Charles, in the center.

The campaign highlights Sears’ marquee brands, including the newly introduced outdoor and home collection from international designer Debbie Travis, sold exclusively at Sears. The “Springing Up Sears” campaign began March 7th as an integrated program across multiple channels, led by television and supported with radio, digital, print, social media as well as email materials.