Howatson+Co wins Myer pitch
Major department store Myer has consolidated its creative and production, appointing independent agency Howatson+Company following a competitive pitch process.
It marks the end of Myer’s relationships with incumbents Hogarth and Clemenger BBDO, after the latter declined to take part in the pitch late last year.
Also late last year, Myer merged with Premier Apparel Brands — comprising Just Jeans, Dotti, Jays Jay, Portman’s, and Jacqui E — in a deal worth $864 million.
Reflecting the store’s commitment to “building stronger connections with customers” through innovation, Howatson+Co was chosen for its strategic excellence, creative innovation, and forward-thinking operating model.
The appointment marks a milestone in Myer’s broader strategy vision to strengthen its brand, customer experience, and better deliver value to its customers and stakeholders.
“Howatson+Company demonstrated an unparalleled understanding of our business and the broader retail environment. Their creative platform and operating model will position Myer for future growth and create a competitive edge in how we interact with customers,” said Clarabella Burley, chief marketing officer at Myer.
“We are thrilled to welcome them as our creative and production partner.”
Burley also thanked the incumbents.
“We would like to express our sincere gratitude to Clemenger BBDO and Hogarth for their invaluable contributions to Myer’s brand and culture over the years. Their teams have played an important role in shaping Myer’s commercial performance, and we thank them for their dedication and expertise.”
Howatson+Co’s approach is said to drive a change in the volume and quality of content Myer produces, ensuring the brand effectively engages a more diversified audience.
“There are few brands as iconic in the national psyche, and few company leadership teams with a clarity of strategy and energy for impact as Myer, “ Chris Howatson, founder and CEO of Howatson+Co, said.
“It’s an incredible privilege to be welcomed into the Myer business, and we look forward to contributing with equal passion and impact.”
The transition to Howatson+Co is effective immediately, with the agency due to scale operations to service the account over the coming months.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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