IPG’s Reprise wins Officeworks e-commerce pitch

Officeworks has appointed IPG Mediabrands’ performance agency, Reprise, to lead its e-commerce outreach, following a competitive pitch.

As part of the partnership, Reprise will collaborate with Initiative, Officeworks’ media agency of record, and work across ‘Geeks2U’, a national on-site tech support provider acquired by the office supplies company earlier this year.

IPG sister agency Initiative retained Officeworks’ media account in September

Reprise’s primary focus will be initiating, planning and implementing acquisition strategies using paid search to drive traffic and sales.

“We will be helping Officeworks and Geeks2U to connect with growth audiences through what makes the Officeworks’ and Geeks2U experience unique for them,” said Dr Grace Liu, CEO of Reprise Australia.

“Reprise’s audience centricity allows us to design and deliver the exact shopping experience that different customer-sets expect as personalised communication, be it instore or online, at the moment they want it.

“Recognising that the Australian shopper is savvier than ever before, their expectations are also at an all-time high. This means we need to provide customers with seamless omni-channel experiences in the moment … whichever moment that may be.”

Reprise’s Dr Grace Liu

Reprise’s client director, Bryan Dignam, added that the Officeworks and Geek2U customer was placed at the centre of its pitch to win the account.

“To be working across such a successful and digitally-advanced Australian retailer is really exciting and I can’t wait to begin this new partnership in the new year,” he said.

Like Initiative, Reprise’s Officeworks account will be based out of its Melbourne office. Work commences in January 2020.


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