Are Good Causes Good Marketing?

Phil Collins is hardly a fashion maven. And he's no professional model. So why was the rock star signed to appear in national TV advertisements for Sears, Roebuck & Co.? As part of its effort to pull itself out of a sales slump, the retailer is sponsoring a 40-city concert tour by Collins that will raise more than $1 million for the homeless. Says John H. Costello, Sears' marketing chief: "We think it will reinforce the idea that Sears is the most compelling place to shop."

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