Goodbye M&C Saatchi, Hello Ideaworks
Retailer has dropped its old creative people for specialist retail ad agency Ideaworks.
Dick Smith General Marketing Manager Cassie Wheeler said the retailer was “looking forward to having a strong retail focused partner on board and [she’s] excited by the next phase for the brand and the IdeaWorks team starting a new journey with [Dick].”
Retailer ad agency Ideaworks which has offices in Australia and NZ (as does DS) will be responsible for everything from retail marketing, advertising to store design & build.
Its other agency accounts include Deals Direct, Westfield and LG.
This is the latest change for Dick Smith which was sold to private equity group Anchorage Capital last year by Woolies, who found consumer electronics too unprofitable for its liking.
Dick Smith CEO Nick Abboud said the company was ” impressed by IdeaWorks’ retail insights, fresh ideas and passion.”
Ideaworks boss Jon Bird also breathed delight about nabbing the contract.
“This is one of the region’s most exciting retailers in the world’s most exciting category. And their leadership team is first-rate. We can’t wait to get going.”