DDB Melbourne wins Kmart creative account from BWM Dentsu

Paige Murphy
By Paige Murphy | 30 June 2020

Kmart has appointed DDB Melbourne as its strategic advertising and creative agency following a competitive pitch.

"DDB was selected on the strength of a standout response to our brief, including its ability to capture the essence of the Kmart brand," Kmart general manager of marketing Laurie Lai says.

"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."

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.

"We are thrilled to be partnering with Kmart to elevate its emotional connection with Australians," DDB Melbourne executive creative director Anthony Moss says.

"The whole team is hugely excited in the creative potential of this Australian icon.”

The account was previously held by BWM Denstu for 10 years.

BWM Dentsu Melbourne managing director Belinda Murray says it had been a "terrific and rewarding" partnership.

“It started with a brand-driven transformation of the Kmart business that had led to a decade of success,” Murray says.

“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.”

The win for DDB Melbourne comes off the back of a strong 12 months for the agency which also recently picked up Coles and retained the Porsche account.

Moss and former group MD Kate Sterling, who has recently departed the agency, spoke to AdNews earlier in the year about how they have built the agency back up over the last two years and won ten out of 13 pitches in 2019.

AdNews has reached out to BWM Dentsu for comment.

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