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EXCLUSIVE: Temple & Webster reveals a fresh agency roster

Temple & Webster has launched a multi-million campaign, debuting a brand-new agency lineup lead by Dentsu Creative, Zenith Media and Thrive PR, Mumbrella can reveal.

The trio were appointed following a competitive pitch process in August and have already been at work to transform Temple & Webster’s above the line, brand strategy and PR, launching new brand platform, ‘Imagine’ to market on Sunday evening.

The first multi-channel brand investment to come from the online furniture retailer, the campaign marks Temple & Webster’s commitment to becoming a top-of-mind competitor in the category, after the brand dipped its toes in the water with some OOH work from Howatson + Company earlier this year.

Led by a 30 second TVC, the work targets a growing market of Australians choosing to shop for furniture and homewares online, with Temple & Webster citing an ambitious strategic plan to reach upwards of $1 billion in annual sales.

The brand’s CMO, Joana Barros, said: “Temple & Webster has reinvented the way Australians shop for furniture, homewares and renovation products, and we have always believed that furnishing a home is an inherently emotional journey. We understand the profound impact a beautiful space can have on people’s lives and our new brand platform ‘Imagine’ is the perfect way to tell that story. We’re thrilled to work with our new partners as we seek to build upon this exciting first step.”

The TVC, directed by Paul Middleditch, tells the story of how a beautiful home can spark a vision for a better life, and how the range at Temple & Webster can make that vision a reality.

Graham Alvarez-Jarratt, strategy partner at Dentsu Creative, commented: “We are energised by the prospect of accelerating Temple & Webster’s journey from a D2C platform to an Aussie Powerbrand. ‘Imagine’ captures the mood state that we know is on loop in our audience’s minds, but also invites them to stop wondering and start furnishing. With a little help from Temple & Webster, of course.”

An example of the outdoor execution

Jonny Cordony, managing director at Zenith Media, added: “Temple & Webster is an iconic Australian retailer providing aspirational and contemporary furniture and homewares in the market. It’s hugely exciting for Zenith to be their partner of choice and to help Temple & Webster imagine new ways to strengthen its brand, drive participation and to inspire Australians with new opportunities to make their home or office more beautiful.”

Leilani Abels, founder and CEO of Thrive PR said: “Our experience in home and technology enabled us to play to our strengths which inspired some first-class thinking that we cannot wait to roll out to market. We’re excited to partner with Temple & Webster, in a new era of communications that recognises the importance of collaboration across marketing functions in driving business impact.”

The campaign launched on free-to-air television on Sunday evening, with further executions rolling out across OOH and PR.

Credits

Client: Temple & Webster
Chief marketing officer: Joana Barros

Creative: Dentsu Creative

Media: Zenith Media

PR: Thrive PR

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