Clemenger wins Myer digital, creates dedicated unit

Lindsay Bennett
By Lindsay Bennett | 24 February 2017
The new LogicalMagic team

Clemenger Group has combined the forces of Clemenger BBDO Melbourne, CHE Proximity and EG+ to create a dedicated team to service Myer’s digital business.

The new unit, called ‘LogicalMagic’, builds on Clemenger BBDO Melbourne’s existing relationship as Myer’s advertising agency of record.

It brings together the group’s skills in digital strategy, digital creative, data, development and martech.

Clemenger BBDO Melbourne MD Simon Lamplough says the agency has a strong belief in the future of integrated agency models.

He says: "Around the world big clients are moving away from specialist agencies and consolidating their business with communications groups who in turn are building specialist teams to service them," referencing AT&T, McDonald's, Unilever and P&G as an examples.

"By combining the best of Clemenger BBDO, CHE Proximity and EG+, Myer will have an unrivalled pool of talent at their disposal alongside all the benefits that an integrated offering brings - cost efficiencies, interconnected service models, reduced client management requirements and truly integrated output.”

‘LogicalMagic’ will manage Myer’s business-as-usual digital requirements by delivering smart, fast, and responsive work with uncompromised precision. It will also offer world-class capability to drive Myer’s innovation agenda and bring a new approach to the Australian retail landscape.

This is the first time Clemenger Group has integrated people from separate agencies under one P&L, explains Clemenger Melbourne CEO Nick Garrett.

"The strategic importance of this piece of business is huge and we are thrilled the Myer team had the confidence in our vision and capabilities. It’s also a wonderful marker for the type of agency we are building and it will be a catalyst for so much positive change at both the client and agency," he says.

"I am deeply proud of what the pitch team achieved and to be a key strategic partner to Myer during their digital transformation."

Myer’s in-house digital services team will be moving to the new LogicalMagic team which takes control of all Myer’s digital marketing needs from next week.

Clemenger BBDO Melbourne director of digital Ben Kidney says: “We are taking the responsibility of onboarding Myer’s existing digital services team very seriously. This undertaking and Myer’s transformation initiative has driven us to create a pioneering and digitally best in class approach to operations and structure that we know will deliver success and tremendous value to Myer."

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