Sears & JC Penney Reign Supreme at RACie Awards

As the retail industry shows “signs of life” and retailers look for new ways to acquire and retain customers, advertising innovation is front and center. During this week’s RAMA Retail Innovation & Marketing Conference & Expo in San Francisco, retailers were honored for their top-notch concepts and consumer outreach.

Consistent with the retail industry’s hot buttons, several new categories were introduced this year, including Social Commerce, Mobile Apps and Rich Media Online Advertising and Promotion.

Sears was awarded the newly added Peter Glen Cause Marketing Award, which is reserved for winners that have given back to the community or environment in a unique way. Sears earned prestige for its partnership with Rebuilding Together, under which the “Heroes at Home” program was created to provide repairs and modifications to the homes of wounded soldiers and other military families in need. Since its inception in 2007, Sears has seen letters from military families all over the country giving thanks.


Sears also earned kudos for its holiday Facebook effort, “North Pole Unwrapped, ”in addition to its Back-to-School and Blue Appliance crew campaigns.

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JC Penney was acknowledged for its social commerce, mobile apps and digital in-store efforts. The retailer was paid homage for its “Return to the Doghouse” Web site experience for its 2009 Valentine’s Day campaign, and for its innovative television spots.

Robert Raible, VP of Brand Integration at Sears, was inducted into the Retail Advertising Hall of Fame for his innovative in print, television and Internet advertising. In his two years at Sears, he has been instrumental in launching “Shop Your Way” and “The Blue Crew.”

To view a complete listing of the 2010 RACie Award winners, download The Winner’s Book.

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