Dick Smith is looking for the next Neville Corbett or John Singleton to lead the marketing for his foods business – and make it fashionable.
Dick Smith Foods is struggling to compete against the big brands and supermarket discounts, so Smith has launched a search for a new advertising agency or marketer.
As reported in BRW, Smith has placed a full page ad in tomorrow’s AdNews where he admits he’s “lost the plot”. The ad says: “Wanted by Dick Smith. Another Neville Corbett or John Singleton.”
Corbett was behind the Dick Smith Electronics logo in the ‘60s and Singleton created the campaign that launched Smith’s Australian Geographic magazine in the ‘80s.
Now, he wants to sign up a “young Aussie” with marketing or advertising talent that can save Dick Smith Foods.
The struggle for Smith’s OzEsauce has highlighted the need for Smith to do something differently. The tomato sauce has just 1.6% of the market – and Coles has threatened to pull it from its shelves if sales don’t pick up.
Smith said: “What I want is a fantastic idea out of left field. Heinz and MasterFoods are astute marketers. I want us to be as astute.”