Forty Winks Wakes Up To New Partnership With AJF

Forty Winks Wakes Up To New Partnership With AJF
B&T Magazine
By B&T Magazine



Aussie bedroom specialist Forty Winks has today announced the appointment of AJF Partnership as its new creative agency. AJF Partnership will strategically drive the creative direction of the Forty Winks’ business. Incumbent creative agency McCann will work with Forty Winks until the end of this financial year.

Con Dekazos, CEO of Forty Winks said, “We’re thrilled to welcome AJF Partnership on board to take on a full creative and strategic remit for our brand. The Australian agency is very retail focused, and we trust that we will move into the future with a strong agency partner to execute the next creative phase of our iconic brand, and to continue to strengthen our brand presence in Australia.”

Dekazos said the relationship with McCann remains strong, despite the decision to review. “We’re pleased with how our brand health is tracking and want to thank McCann for launching our re-positioning last year, with the aim to change lives through a better night’s sleep, a move that led to a significant lift in turnover and market share,” said Dekazos.

Andrew Fabbro, Founding Partner at AJF Partnership said, “AJF Partnership is excited to have another great Australian brand in Forty Winks as its newest partner. They are excellent people to deal with, and we are confident that our strong cultures will work well together to help Forty Winks produce effective work that results in continued growth.”

The announcement follows a significant milestone for Forty Winks, as the franchise business celebrates 30 years in Australia. Founded in 1984, the retailer has redefined the bedding landscape to grow into the respected Australian icon it is today, offering a large range of beds, bedding, bedroom furniture, children’s furniture, mattresses and bedroom accessories across its 92 stores nationwide.




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