THE ICONIC creates new masterbrand after rocky start to the year

Australian and New Zealand fashion and lifestyle retailer, THE ICONIC, has launched a new brand platform to reignite the brand after its customers fell victim to hacking attacks earlier this year, via Dentsu Creative.

The new brand campaign showcase the company’s fresh brand purpose: ‘Creating a better way for people to shop’.

The campaign, ‘Got You Looking’ is a masterbrand that will live at the heart of THE ICONIC, threading everything together across the platform’s ecosystem, including paid media, cx, ecommerce and app touchpoints.

Joanna Robinson, CMO at THE ICONIC, said: “THE ICONIC has a history of doing things that turn heads.

“Twelve years ago, we set out to disrupt retail in Australia and New Zealand by creating a better way for people to shop. And we’re still creating better ways today.

“We set a new industry standard with our unmatched delivery offering and free returns and continue to create memorable experiences that leave our customers looking for more. This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with THE ICONIC,” she added.

THE ICONIC’s chief executive, Jere Calmes, added: “At its core, THE ICONIC is constantly striving to do things better than the traditional status quo, better than normalised expectations. Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future.

“From enhancing our customer experience and technology, advancing our people and planet progress and forging
meaningful brand partnerships, we’re driven by our unwavering commitment to be better.”

The creative has been deliberately crafted to draw attention, encouraging viewers to double take images.

“We invoked the first law of advertising with this one, get noticed,” said Ben Coulson, chief creative officer at Dentsu Creative.

“‘Got You Looking’ talks to the effect new clothes have, while setting us a nice challenge with each piece of work. It’s a perfect platform for THE ICONIC, one that we can have a lot of fun with for a long time to come.”

The new creative comes after a number of THE ICONIC’s customers fell victim to recent hacking attacks, after experiencing “an increase in fraudulent account login attempts”.

The retailer assured its internal systems were not breached, in a statement sent shortly after it confirmed the hacks.

“We are aware that there has been unauthorised access to a number of customer accounts, although this is not as a result of a breach of any of THE ICONIC’s internal systems,” the statement read.

“These unauthorised third party login attempts used a technique known as ‘credential stuffing’ where the unauthorised third party used login credentials sourced through data breaches that are unrelated to THE ICONIC.”

The campaign will roll out across owned, paid and earned media, with a range of executions bringing to life some of the different ways you can shop at THE ICONIC.

Love Media has secured a media buy to engage Australians with video, cinema, OOH and high impact display placements.


Chief executive officer: Jere Calmes
Chief marketing officer: Joanna Robinson
Head of brand and media: Georgia Thomas
Head of creative: Lisa Ballard
Head of communications: Elizabeth Anderson
Brand manager: Rachael Cameron
Director creative marketing and ecommerce production: Julie Song
Head of style: Nicole Adolphe
Head of design: Angela Joseph

Dentsu Creative
Chief executive officer: Kirsty Muddle
Chief strategy officer: David Halter
Strategy director: Nat Kuznetsova
Chief creative officer: Ben Coulson, Mandie Van Der Merwe, Avish Gordhan
Executive creative director: Sarah McGregor
Associate creative director: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Senior motion designer: Emanuele Franco
Group account director: Nicky Webster
Account executive: Emma Heazlett
Senior producer: Tom Pearce and Roz Scrimshaw

Production: Good Oil
Director: Natasha Foster
Photographer: Cole Bennetts
Executive producer: Simon Thomas & Juliet Bishop
Producer: Ellie Craven
Director of photography: Tony Luu
Editor: Joss Eastwood
VFX: Andreas Wanda
Art director: Cloe Jouin
Colourist: Matt Fezz

Music and sound: Rumble
Senior sound designer: Cam Milne

Media: Love Media
Managing director: Rob Wall
Head of media: Meredith Graham
Client director: Ash Toeke


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