Country Road appoints external creative agency for first time since 2014

Australian fashion and lifestyle brand Country Road has appointed SICKDOGWOLFMAN as its creative agency of record, following a competitive pitch.

The brand has been without an external creative agency since 2014, when it parted ways with Ortolan.

Country Road has appointed SICKDOGWOLFMAN as its creative agency of record

The brand said it was in search of a creative partner ahead of its 50th birthday in 2024, who would celebrate its storied history as well as shape its future.

Country Road’s head of marketing Lina Cabai, said: “In SICKDOGWOLFMAN, we’ve found a creative partner that knows how to collaborate and truly understands our brand. They’ve already demonstrated an incredible ability to articulate who we are on a grand scale.

“We’re excited to start what we hope will be an enduring partnership.”

Jake Turnbull, design director at SICKDOGWOLFMAN, said the agency is “beyond excited” to start working with the brand.

“Country Road is one of those brands you dream of working on. Fashion is a unique space, where emotional storytelling and aesthetic are intertwined. It needs a balanced approach of design and comms, which is right up our alley,” he said.

“As one of Australia’s most iconic and influential fashion labels, we’re excited to work together and see where the road leads us.”

SICKDOGWOLFMAN will work with Country Road on developing above the line comms, as well as digital, activations and PR.

In May, the agency hired creative director Jess Wheeler, and last year, it launched its first work for clients, Moro and Ocean Blue.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.