Officeworks pins CHEP Network as its new creative agency following pitch
Clemenger Group’s CHEP Network has landed the creative account for Officeworks, in one of the agency’s biggest wins since the start of Justin Hind’s tenure, Mumbrella can reveal.
The appointment comes following a competitive pitch ran out of Melbourne, with CHEP ultimately triumphing, winning the account thought to be worth around $5 million.
Officeworks recent brand identity refresher
The incumbent creative agency on the account is AJF, holding the account for nine years in total. Within its remit, CHEP will produce both brand and retail campaigns for Officeworks.
Officeworks roster of agencies currently consists of Initiative, Reprise, Alt/Shift and Medium Rare.
CHEP Network will work across Officeworks’ brand and retail campaigns, taking over from AJF who held the Officeworks creative account for over nine years.
Officeworks general manager marketing & insights, Jessica Richmond, said: “With our brand and business entering a new phase of growth; while a difficult decision, we felt the time was right to refresh our creative agency. We have had a fantastic partnership with AJF for over nine years, and we are grateful for the award-winning and commercially successful work that we have been able to deliver together, and for the strong relationships with the team. We wish them well for the future.”
“We were impressed with CHEP Network’s strong creative and strategic capability, coupled with their extensive infrastructure and their understanding of both brand and retail work.”
“Their obvious passion for growth and innovation shone through in the pitch process, and we are excited to make bigger things happen together for Officeworks through this new partnership.”
CHEP Network chief operating officer and Melbourne managing director, Andrew Drougas said the agency is delighted to be parntering with a great Australian brand.
“We look forward to applying the full force of the CHEP Network to make the sort of work that will help to grow the Officeworks business even further.”
Officeworks rolled out its most recent campaign in February via AJF, the first to feature its new brand design. It received a brand identity freshen up earlier this year from Principals, in which it notably removed the iconic pin asset.
This is CHEP Network’s first win since it also rebranded this year, from CHE Proximity to the new CHEP Network name. CEO Justin Hind said the move was to “support the agency’s evolution” with the new positioning being built for “New Economy Creativity”.
On the client moving on, AJF head of account management, Susan Bird said: “AJF is very proud of the successful partnership we had with Officeworks for almost 10 years. We shared many great achievements including significant lifts in brand health, strong effective campaigns that delivered 10 Effies and an IPA award. We wish Officeworks all the best for the future and we look forward to seeing the team continue to make bigger things happen.”
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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A lot of great people put in a lot of great work on that account over there, but it’s always hard to retain a single client for that long and they should be congratulated for all they achieved.
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