BWM confirmed as lead agency for Kmart

Ad agency Belgiovane Williams Mackay has been confirmed as lead creative agency for Kmart after a pitch against incumbent Sapient Nitro.

The business goes to BWM’s Melbourne office. The agency was initially appointed to manage the creative for Kmart’s customer engagement program in March this year but will now take on the entire  creative account with a new campaign already in production.  

BWM Melbourne’s MD Hugh Nairn said: “We are thrilled to be working with such an iconic retail brand as Kmart. We have been working alongside the Kmart team for a number of months on a project that will be launched during winter and we believe it will get great results.

“We are looking forward to bringing some big ideas to the table as we move forward.”

Dion Workman, GM of marketing at Kmart, said: “We are moving into a new era at Kmart, and BWM demonstrated they were the best fit for us both strategically and creatively. They understand our desire for big ideas and innovative solutions that will appeal to everyday Australian families.”

The announcement comes days after it was revealed that BWM was to be removed from the Telstra roster, its biggest client.

Rob Belgiovane, ECD of BWM, will be appearing at Mumbrella360 tomorrow where he will be arguing the case on behalf of the power of cinema in Battle of the Media. A limited number of $80 tickets for the keynote session are available on the Mumbrella360 website.


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