Clemenger BBDO wins Kmart creative pitch
Kmart Australia has handed its creative account to Clemenger BBDO following a competitive pitch, marking the agency’s first major win as a soon-to-be-merged entity.
The move signals the end of Kmart’s relationship with incumbent creative partner Dentsu Creative, which chose not to contest or re-pitch in November, .
Dentsu Creative had an on and off again partnership with the retailer, first winning the account in 2011 –when the agency was known as BWM — before it moved to DDB Melbourne in 2020. Then, in 2022, it picked the account back up, as revealed by Mumbrella.
The appointment is the first major win for Clems since last month’s consolidation announcement.
Officially starting at the end of March, the new Clemenger BBDO will see the creative agency merge with Clemenger Group stablemates CHEP Network and Traffik.
The combined entity will be led by CHEP Network’s CEO, Lee Leggett, who will work under Les Timar, Clemenger Group’s CEO, and will sit alongside Clemenger Group’s other agencies and consultancies in Australia and New Zealand.
With the merger comes a major restructure, which has already seen the departures of Clems CEO Dani Bassil, CCO Adrián Flores and chief growth officer Anita Zanesco.
All eyes remain on other double ups within the merged agencies’ structures, for example chief strategists Simon Wassef (Clems) and Lilian Sor (CHEP Network).
A Clemenger Group spokesperson told Mumbrella earlier this month that the structure of the unified executive leadership team will be announced “in the coming weeks”.
Omnicom’s creative agencies are also being consolidated globally, with the Omnicom Advertising Group, announced in August last year, bringing the BBDO, DDB, TBWA, and Advertising Collective networks together.
It will also be an “integral member” of the Omnicom Advertising Group and BBDO Worldwide community.
Clemenger BBDO and Kmart declined to comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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