Freedom revamps brand after wholesale management changes
Freedom is revamping its branding and advertising following sweeping management changes at the 30-year old mid-market furniture retailer.
The company appointed head of marketing Jenny Gulliver from Qantas, where she was group general manager of marketing, last June. Managing director Tim Schaafsma started in November and head of retail Marc Olding, started two weeks ago.
Gulliver explained: “There’s a new team in place, and we needed to ensure that the brand is still relevant and is still working.”
The brand has been positioned with the slogan “Design for real life” replacing the previous “Enjoy your Freedom” line.
“We want to be known for great design and quality workmanship that is accessible to all,” Gulliver added.
The initiative was orchestrated by its brand strategy agency Red Spider. Creative is handled by M&C Saatchi, catalogues by Cummins Agency & Studios and media by Carat.
Freedom’s marketing director role was vacant from January to June, following the departure of Simon Sproule. In his time at Freedom, Sproule introduced campaigns that took the company into new territory, touching on sexuality and creative flair.
Freedom’s former MD Geoff McIntosh retired while retail operations manager Italo Tius was promoted to MD of Freedom’s sister company Bay Leather Republic.
Best of luck resurrecting this brand.
A decade or two ago it was best in category. All elements of the retail paradigm were in alignment. The brand and its execution at retail, brand and brand essence were without doubt way in front of its oppositions.
But today it has been reduced to an also ran.
Can the new team bring back the magic?
All the best
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