Dick Smith replaces M&C Saatchi with Ideaworks

Ideaworks has been appointed the new creative agency for Dick Smith electronics in Australia and New Zealand after “an extensive review process.”

The account was formerly held by M&C Saatchi.

Cassie Wheeler, Dick Smith’s GM of marketing, said although M&C Saatchi had been a good partner for Dick Smith, new ownership, and new leadership at Dick Smith had stimulated the need for change.

“We’re all looking forward to having a strong retail focused partner on board and I’m excited by the next phase for the brand and the IdeaWorks team starting a new journey with us.”

Ideaworks is part of the Y&R Brands Group. Ideaworks’ responsibilities will include retail strategy, advertising, digital, and store design & build. Wellcom will continue to manage print production.

Jon Bird, IdeaWorks head, said: “This is one of the region’s most exciting retailers in the world’s most exciting category. And their leadership team is first–rate. We can’t wait to get going.”


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