Kmart appoints DDB Melbourne as new agency; ends 10 year partnership with BWM Dentsu
Kmart has appointed DDB Melbourne as its strategic advertising and creative agency following a competitive pitch. The move sees Kmart end its 10 year creative partnership with BWM Dentsu.
As a result of the appointment, the agency will work across brand and key retail campaigns for the Australian retailer, partnering closely with the Kmart in house creative team.
Says Laurie Lai, GM or marketing, Kmart: “DDB was selected on the strength of a standout response to our brief, including its ability to capture the essence of the Kmart brand. Additionally, we believe they will be a strong, collaborative partner and are ready to hit the ground running.
“The overall calibre of ideas and thinking presented during the process was world-class and we’d like to thank the other agencies involved for their time and creativity.”
Says Belinda Murray, managing director, BWM Dentsu Melbourne: “It’s been a terrific and rewarding 10 year partnership. It started with a brand-driven transformation of the KMART business that had led to a decade of success.
“Together we have made KMART the dominant force in the category and set the business up for the next chapter of growth.
“We wish the KMART leadership team all the very best.
“Most of all I would like to thank all the people from BWM Dentsu who have worked on the KMART business over the past 10 years. It is an illustrious alumni and we all share in the incredible story of KMART’s transformation.”
Says Anthony Moss, ECD, DDB Melbourne: “We are thrilled to be partnering with Kmart to elevate its emotional connection with Australians. The whole team is hugely excited in the creative potential of this Australian icon.”
22 Comments
They beat 1000 agencies to win it
Epic win.
Congrats DDB, you so deserve this. Amazing management team and brilliant creative culture – you’re a great match for the Kmart brand.
What a turnaround and what a year!
Share in the transformation? Not surprised they shifted. Yes, Kmart stores are almost completely unrecognisable from a decade ago, having completely overhauled the business from a reseller of national brands to become a giant and somewhat trendy $2 shop. No, the agency didn’t drive this, nor did it even reflect it. Their work, while generally pretty and engaging, could have been from any generic department store.
Huge win, congrats to all involved!
Congrats DDB Melbs. You deserve it!
Incredible effort from Saatchi and a well deserved win from DDB. The brand is in exceptional hands. Mossy is a legend. All the best.
Well done Mossy and team!
They’re not exactly a top tier client, but they’re a big one that looks good on a client list. Well done DDB. By the sounds of it there were a few agencies that missed out.
Interesting to see how they rescue this brand.
I’ve been waiting to hear about the outcome of this. Who wouldn’t want Kmart on the books? What an incredible win during such a shitty time for many agencies. Needless to day DDB are thriving – Coles and now Kmart. Hater’s gonna hate but at the end of the day, the best agency wins.
@ Play nice, the best Agency doesn’t win. The one who wins is the agency that the client thinks is the best. There is a big difference.
Does anyone know how many agencies were involved?
Bring back The Drunk Uncles.
#saxitup
Looking forward to average ideas with lots of money thrown behind them.
Well done Mossy and team. Kmart are very lucky to have a team that will care so much
It would be very interesting to hear how many agencies pitched. And who they were. This is an agency changing win
Even better would be an idea I’ve been interested in for decades- to see the losing pitches.
On the Moose….
Great win!!!!
Strong rebuild by Mossy and crew at DDB Melbourne. Tremendous.
How much of the work will be done by DDB Sydney?
As someone who worked for Kmart marketing – good luck to DDB as they will need it. There was always a them versus us mentality and at Kmart the client is always right.