Dick Smith moves to Barry O'Brien's Department212

By Brendan Coyne | 10 March 2014

After cutting its ties with Carat, Dick Smith Electronics has become the founding client for new independent agency Department212, launched last month by former Ten executive Barry O'Brien.

AdNews understands the announcement was made to Dick Smith staff this morning.

The account is thought to be worth in the region of $20 million.

According to Nielsen estimates, Dick Smith Electronics spent $13 million on main media in calendar year 2013, down from $16 million in 2012. But the firm has shifted dollars towards sports sponsorship and content marketing in recent years, so the true value of the account including search is likely to significantly inflate that figure.

O'Brien launched D212 last month promising to deliver old school client service on a no performance, no fee model.

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