MYER Grace Bros is going head-to-head with rival retailer David Jones, launching a new campaign which aims to position Myer as a modern, stylish shopping destination.
The new campaign—the first piece of work to be rolled out through rostered agency Singleton Ogilvy & Mather—was shot over five days in Melbourne.
SO&M was late last year awarded the $60m Myer Grace Bros account, with Myer Grace MD Dawn Robertson saying the new agency appointment was a significant step forward in plans to revitalise the brand.
“We were looking for a partner who could work with us to deliver on our vision to bring some of the passion and glamour back to Myer Grace.”
Rival retailer David Jones has also stepped up to the plate and has launched a new campaign focusing on its exclusive relationship with a host of Australian designers including Collette Dinnigan, Peter Morrissey and Sass & Bide.
DJs general manager marketing Samantha Parker said the campaign, created by Team Saatchi, was the next stage in the evolution of the brand as “the premium destination for Australian and international designer fashion”.
The DJs campaign carries the line “We believe in Australian designers because we believe in Australian fashion”.
