Tongue wins Australia's largest fashion destination

Tongue wins Australia's largest fashion destination
B&T Magazine
By B&T Magazine



EXCLUSIVE: The country’s largest shopping centre, Melbourne’s Chadstone complex, has quietly replaced its long-term advertising partner with Tongue Melbourne after a competitive pitch.

As Chadstone’s lead creative agency Tongue, which describes itself as an “ideas agency with a digital backbone”, will handle all creative duties, including seasonal conceptual and creative campaigns

The incumbent was not named but the last time the creative account appears to have changed hands was in 2005 when Dewey & Horton won the account bringing an end to the Style Counsel’s seven year relationship with Chadstone.

In 2007 Dewey Horton merged with Yabber to create Big Red.

“We are thrilled that Chadstone have appointed us and look forward to working on such an iconic Australian shopping destination,” Daniel King, director of Tongue Melbourne, said.

The appointment is effective immediately and will not affect the other agencies on the Chadstone roster which includes the Razor Group on media.

The Colonial First State and Gandel Group owned shopping centre is also the largest in the southern hemisphere with 530 stores.

The fashion destination topped the recent Shopping Centre News’ (SCN) Big Guns report as Australia’s only centre to generate sales over $1bn last year.

Westfield was hot on Chadstone’s heels with its Bondi Junction centre generating $972.8 million.

The change of guard points to a renewed focus on brand positioning for the Chadstone which has been given the green light for a $500m expansion.

The expansion will see the centre’s footprint jump from 50,000sq m to 221,000sq m, with a new entertainment zone and 180-room hotel on the cards.

The Tongue appointment also comes as retailers struggle to navigate the move from bricks-and-mortar to bricks-and-clicks.

Competitor Westfield has been active in the e-commerce space and has been focused on expanding its in-store digital screen network.




Please login with linkedin to comment

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]