Kmart moves its creative account from BWM Dentsu to DDB Melbourne

Kmart has moved its creative account from BWM Dentsu to DDB Melbourne following a competitive pitch, Mumbrella can reveal.

Kmart GM of marketing, Laurie Lai, said the agency was selected for the strength of its response to the brief.

“DDB was selected on the strength of a standout response to our brief, including its ability to capture the essence of the Kmart brand. Additionally, we believe they will be a strong, collaborative partner and are ready to hit the ground running,” Lai said

“The overall calibre of ideas and thinking presented during the process was world-class and we’d like to thank the other agencies involved for their time and creativity.”

BWM Dentsu was appointed to the account in June 2011, when the agency was known as just BWM, and was hired to overhaul Kmart’s marketing and re-engage customers with its own-label brands.

The first campaign from BWM Dentsu came out in August that year, featuring a group of Australian mothers guessing the prices of Kmart’s products.

Belinda Murray, managing director of BWM Dentsu thanked Kmart and the agency’s team that worked on the account.

“It’s been a terrific and rewarding 10-year partnership. It started with a brand-driven transformation of the Kmart business that had led to a decade of success,” she said.

“Together we have made Kmart the dominant force in the category and set the business up for the next chapter of growth. We wish the Kmart leadership team all the very best.

“Most of all I would like to thank all the people from BWM Dentsu who have worked on the Kmart business over the past 10 years. It is an illustrious alumni and we all share in the incredible story of Kmart’s transformation.”

As the strategic advertising and creative agency, DDB Melbourne will work across Kmart’s brand and key retail campaigns, partnering with the brand’s in-house creative team.

DDB Melbourne ECD, Anthony Moss, said: “We are thrilled to be partnering with Kmart to elevate its emotional connection with Australians. The whole team is hugely excited in the creative potential of this Australian icon.”

Kmart has found success where other discount department retailers have struggled, with news emerging last month that many Target stores will close, while others will rebrand as Kmart.

Earlier this year DDB was added to the creative roster for Coles. In October last year the agency was reappointed to Porche Cars’ creative account.

Earlier this month DDB Melbourne’s managing director, Kate Sterling, departed the agency to take up a role at AI messaging business Live Person.


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