UM appointed to $25m David Jones account

Josh McDonnell
By Josh McDonnell | 15 October 2019

Australian retailer David Jones, has appointed UM Thrive as its lead media agency after a series of competitive presentations.

UM Thrive is a bespoke division of UM in Melbourne. The $25 million account was formerly handled by Carat, with sources revealing to AdNews earlier this year the account was resigned by the agency due to a breakdown in the relationship.

This appointment comes as David Jones moves to implement its future-growth strategies, attracting new customers and elevating customer experiences both in-store and online.

“We are so excited to have won the David Jones media partnership. We share strong, common values and a proud ambition for the future to help DJs simplify our complex media landscape to help create the best consumer conversations," UM Australia CEO Fiona Johnston says.

"I am incredibly proud of the brilliant humans in Melbourne who I know are equally proud to represent such an iconic brand.”

UM Thrive will be working in conjunction with David Jones marketing to help "evolve and accelerate" the retailer’s media innovation, effectiveness and customer engagement.

“David Jones is excited to be working with UM Thrive Melbourne. UM will bring us a high-quality of media counsel and implementation that will allow us to inspire and reach our customers in new and innovative ways," David Jones GM of marketing Georgia Hack says.

Last year it was revealed that David Jones was also pitching its creative account, with brand agency Maud being appointed to its roster, leading the retailer's Christmas campaign.

Medium Rare was also appointed as the brand's content agency around the same time, working on its owned content platforms, primarily its magazine and catalogues.

The account move is another major change for Carat and it's parent company Dentsu Aegis Network, which has seen a significant number of accounts including Super Retail GroupVirgin AustraliaAsahi Beverages, the AFL and The Good Guys, all move their business out of DAN throughout the year.

It was also revealed today that following a global realignment, DAN would lose all media duties for international content and media giant Disney, with the company splitting the business between Publicis and Omnicom.

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