Much revered ad agency has won Dick Smith’s creative gig. The electronics giant, who last week announced comparable sales jump of 7% y-o-y, is looking to continue its stream of success and create a fresh differentiation strategy, its Head of Marketing & Buying, Annette Karantoni, revealed.
The retailer also admitted the agency’s strong global reputation played a part in the choosing M&C, whose client list already includes Optus, David Jones and the Woolworths group.
“M&C Saatchi obviously have strong credentials in branded retail work. But what really set them apart was a strong creative idea inspired by a differentiating strategy,” Ms Karantoni said.
“The agency has a demonstrated ability to deliver large and complex advertising programs for clients like us. This, coupled with the strength and stability of their team made them an ideal fit for Dick Smith.”
The Sydney based agency said it was excited about the prospect of working with the Woolworth owned retailer.
“Dick Smith is an iconic Australian brand, synonymous with innovation and quality and the agency is excited to have the opportunity to propel the brand forward,” M&C Saatchi managing director David Whittle said.
