Myer relaunches brand as Clemenger BBDO Melbourne devises ‘find wonderful’ campaign

Myer will kick off a major marketing drive today following a brand relaunch under the umbrella message ‘find wonderful’.

The repositioning sees the store drop long-term ambassador Jennifer Hawkins as well as the ‘Myer is My Store’ tag line, with a more aspirational approach. It is Myer’s first rebrand in a decade.

Clemenger BBDO Melbourne, appointed by the department store in August, has created the campaign in collaboration with fashion specialist Unit1 Creative. It will include TV ads, which go to air tonight, cinema, online and in-store.

The 60-second ad is fronted by Adelaide actress Tilda Cobham-Hervey and depicts Myer injecting fun and colour into a grey, practical world.

Myer said it is the first brand relaunch for almost 10 years, with chief executive Bernie Brookes acknowledging that during the past decade “consumer expectations have changed”

“In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today’s retail consumers,” he said. “We now better understand who our shoppers are and what they are looking for when shopping at Myer.

“Consumer expectations and behaviour have changed. We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been. To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store.”

He described ‘find wonderful’ as a major shift in direction for Myer and insisted it was more than just an advertising tag line.

The company said extensive research has taken place into customers desires and aspirations.

“It is a way of showing our customers we understand what they are looking for, and sharing our love of shopping and the great moment of joy that comes from finding just what you want,” Brookes said.

“This is the inspiration behind our new brand thought – ‘find wonderful’.”

Myer has also used the research to re-launch the company’s “purpose and values” in a bid to “drive employee engagement”

“We have crystallised our vision and our team members have responded very strongly to the themes,” Brookes said. “Our team is incredibly energised to bring ‘wonderful’ to all our customers.”

“The brand re-launch follows the very successful launch of Myer Giftorium in all stores – Myer’s unique Christmas gifting experience – which really sets the scene for ‘finding wonderful’ as we head into our biggest trading period.”

Chief merchandise and marketing officer Daniel Bracken, who joined Myer at the beginning of last month, said: “This is a significant moment for the Myer brand, the first major re-launch for almost ten years, and we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message.

“The campaign is designed to appeal to our growing contemporary customer segment, as well as emotionally engaging with all our existing customers.”

Steve Jones


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