Hairdressing chain Just Cuts has moved its creative arrangements out of house appointing Ideaworks as its creative agency, without a pitch.
IdeaWorks will be responsible for the chain’s integrated marketing including strategy, creative, digital, and activation promotions
Just Cuts, established in 1990, operates a network of 175 salons in Australia and New Zealand. The brand had a main media spend of $130,000 in the 12 months to May 2010, up on $100,000 in the previous corresponding period, according to Nielsen.
Founder and chief executive of Just Cuts, Denis McFadden, said: "Together, our goal is to make Just Cuts not only a great business - we already do more than 65,000 haircuts a week - but also a great brand. The perception of the brand needs to catch up with the reality of what we offer. We also want to be as innovative in our marketing as we are in our stores.”
IdeaWorks chief executive, Jon Bird, said: "We are delighted to be working with the team at Just Cuts, one of Australia's leading franchise groups, and one of the world's foremost value hairdresser brands. These guys created the category in this country and are genuine innovators. We look forward to doing great things together."
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