Kmart appoints The Hallway to work on digital and CX projects

Kmart has engaged The Hallway to execute digital and customer experience (CX) projects.

Mumbrella sources confirmed the agency is working on a campaign for Kmart ahead of Black Friday, the sales which take place on the Friday following Thanksgiving in the US, which will be 27 November this year.

It is the latest change to Kmart’s agency relationships. In June, Kmart shifted its creative account from BWM Dentsu to DDB after 10 years with the former agency.

Kmart joins Foxtel’s entertainment streaming service, Binge, on The Hallway’s list of new business. The agency has also made a number of senior hires this year, including its first head of media, Lyndell Sawyer, and national managing director, Hugh Nairn.

The Hallway’s Jules Hall also announced on Mumbrella in May that it won’t be forcing employees to return to an office, despite changes in the COVID-19 pandemic and Melbourne’s lockdown  conditions, and advocated for the benefits of working from home.

Despite periods of low stock in the pandemic, the Kmart brand’s strength in the market was revealed when it announced in May that 75 Target stores would be closing and a number of others would be converted to Kmart stores.

Kmart and The Hallway have been contacted for comment.


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