Rebel Sport turns to distinctive taste of Rhubarb

Australian retail sporting giant The Rebel Group, encompassing both Rebel Sport and Amart, today announced the appointment of their new agency partner, Rhubarb Advertising.

Founded by Helen Cowley (left) who has 14 years experience in the industry, Rhubarb will be responsible for the strategic and creative implementation of The Rebel Group’s retail approach and is tasked with streamlining their campaigns into more ‘sticky’ integrated solutions.

Cowley, who has worked on some of Australia’s most prominent retailbrands including ALDI, OPSM, Ella Baché and Budget Eyewear, startedRhubarb because she saw a gap in the market for a retail focusedconsultancy that understood how to integrate all channels in a way thatengages consumers.

Says Rory Scott, general manager of Advertising and Merchandising at TheRebel Group: “Until now, we have kept all advertising and digitalin-house, so this marks a huge step for us.

“After working with Rhubarb on a couple of projects and seeing thestandard of work they delivered, we felt they really understood ourbusiness. We wanted a mix of experience and fresh thinking and it’sexactly what we got.”

Rhubarb’s specialist staff will review all communication opportunitiesfor Rebel and Amart across press, poster and online advertising, TVcommercials, catalogues, POS, VM and in-store experiences to deliverbespoke advertising campaigns.

The company’s work will start with the Autumn Winter Apparel campaignas well as the biggest Fitness campaign in Rebel’s calendar.

Says Cowley: “We are excited to be working with the teams at Rebel andAmart and to have gained their trust and support. We look forward tothe challenge that lies ahead in delivering Australians the future ofsporting retail.”