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B&T > Advertising > Dick Smith hunts young Aussie to save his Foods brand
Advertising

Dick Smith hunts young Aussie to save his Foods brand

Staff Writers
Published on: 8th August 2013 at 12:33 PM
Staff Writers
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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.” 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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