Myer opts for Clemenger Melbourne after year-long pitch

myerDepartment store giant Myer has picked Clemenger BBDO Melbourne as its creative agency following a long-running pitch which this month entered into its second year.

A Myer spokesperson confirmed the appointment to Mumbrella, with the account to change hands officially next February.

Last December the retailer shortlisted its agency of more than a decade, Badjar Ogilvy, and Clemenger Melbourne while in June, Myer appointed Daniel Bracken to lead its marketing and technology operations after a series of changes in the marketing department.

In a statement released this afternoon Myer CEO Bernie Brooks said: “We are excited to bring Clemenger on board, and look forward to a fresh new approach in our advertising and marketing strategies.”

Ogilvy’s loss of the account follows on from STW CEO Michael Connaghan stating the group needs to improve its new business record.

At a public briefing on the group’s financial results last week he said: “Our new business performance has not been up to our expectations, we’ve actually lost a couple of accounts and there’s been a couple of pitches out there which we would have hoped to have won which we didn’t win. That is something we need to address, there is plenty of opportunity in the pipeline for us in the second half.

“There’s always swings and roundabouts in new business wins and losses, that’s the nature of our game. What we’ve been very good at for a long time is making sure that we win more than our fair share, and I’m absolutely not trying to sugarcoat the reality of our first half this year, we won our fair share but we didn’t win more than our fair share, it’s something that we are addressing and we’re confident in the second half we’ll get back to our higher expectations.”

CEO of Ogilvy Australia David Fox said: “Ogilvy is incredibly proud of the countless effective campaigns it has created for Myer over the past decade. Naturally we are disappointed we will not be continuing our successful working relationship beyond February next year, however we wish them every success for the future.

“We have always done great work for Myer. Our main objective now is to continue to produce great work and help Myer through the transition period until its new agency starts next year.”

One20, part of the Ogilvy Group, will retain Myer’s photographic production business.

At the start of the month, the retailer kicked off its 2015 spring/summer campaign with a beach themed campaign shot in Fiji and created by Ogilvy Melbourne.

Updated 2.17pm: This afternoon Myer has released a statement on the move:

Myer CEO Bernie Brookes announced today that the Clemenger Group has been selected as Myer’s new creative agency.

“We are excited to bring Clemenger on board, and look forward to a fresh new approach in our advertising and marketing strategies,” Mr Brookes said.

Mr Brookes said the decision was difficult because of the excellent quality of the proposals from the two shortlisted candidates, Clemenger Group and Myer’s creative agency for more than ten years, STW’s Ogilvy & Mather.

“I want to thank the team at Ogilvy & Mather who have served Myer so well over the years.  STW will continue to be an important partner to Myer in a range of other marketing services,” Mr Brookes said.

Clemenger Group Chairman Robert Morgan described the win as one of the great moments in the agency’s history. “Myer is such an important part of Australian life. It’s a real privilege to be entrusted with the opportunity to work with them,” Mr Morgan said.

The creative work will be led by Clemenger BBDO Melbourne in partnership with fashion specialist, Unit1. Clemenger clients include CUB, NAB, Mercedes-Benz and MARS.

Miranda Ward


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