Mitre 10 appoints independent agency Dig as lead strategic and creative agency
After a comprehensive and competitive pitch process involving Australia’s most notable agencies, Dig has been awarded the Mitre 10 creative account.
Says Peter Cerny, CCO at Dig: “Since 1959 Mitre 10 has earned the trust of millions of Australians and the local communities they serve, making the brand as iconic as it is abundant with creative opportunity. We are very much looking forward to digging deep with Karen and the Mitre 10 team to unearth some creative gold and set Mitre 10 up for success, now and into the future.”
Says Karen Fahey, general manager marketing at Mitre 10: “Dig went above and beyond to demonstrate their vision for our business at every stage of the pitch process. Their challenger mentality as an agency, their down-to-earth approach and their strategic and creative ability aligned with the work we’re looking to do at Mitre 10. It’s a very exciting time, and we look forward to more Australians reconnecting with their local Mitre 10 store or our digital footprint over the years to come.”
Dig commenced work for Mitre 10 in October.
3 Comments
No mention of the incumbent? That’s got to hurt as much as losing the client.
I agree it was rude. The incumbent was Edge.
The client obviously likes short names.
Given Mitre 10s dream of taking on Bunnings is a fantasy, I hope Dig hasn’t dug in too much.
Just viewed with distaste mitre 10 ad showing a woman my age with a drink in her hand speaking disparingly about & to a young tradie ? How dare you represent me as a mid day drinking, ungracious, conceited woman speaking down to others. How well would ur ‘funny’ ad carry with the make/female roles reversed ? Distasteful representation in my humble opinion