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.”
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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.”