Marketing unlikely to be a focus as new DJs boss steps in

By AdNews | 13 August 2014
 

The arrival of Country Road boss Iain Nairn at the helm of David Jones, following the sudden departure of Paul Zahra yesterday, is unlikely to result in changes to the David Jones marketing strategy – at least in the short term, industry observers agree.

Nairn assumed the role as South African-based Woolworths Holdings begins to get down to business after its purchase of the fabled retailer.

Zahra has spent the past several months shoring up the DJ's brand, building its online presence and engineering an upturn in sales after years of decline.

It is a year since the brand dropped M&C Saatchi in favour of Whybin TBWA and observers believe the marketing element of the business will be left untouched in the short term as Nairn undertakes more structural changes to the business.

This will include the retailer making more space for its own brands, Country Road and Trenery.

However, the agency could benefit with Woolworths Holdings (not related to the Australian supermarket chain) potential expansion in the number of stores.

The frozen state of the ongoing Myer pitch could also play to David Jones' benefit as its major rival goes through the process of bringing its new marketing boss on board.

In recent weeks the retailer has added another string to its marketing bow, using YouTube to launch its spring and summer fashions through a video catalogue running for 90 seconds.

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