Kmart appoints DDB Melbourne as new agency; ends 10 year partnership with BWM Dentsu

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.”