Dick Smith migrates to IdeaWorks

Dick Smith migrates to IdeaWorks

Electronics retailer Dick Smith has shifted its creative account from M&C Saatchi to GPY&R-owned agency IdeaWorks after an extensive review process.

General manager marketing Cassie Wheeler said although M&C Saatchi had been a “good partner” for Dick Smith, new ownership and new leadership at Dick Smith had stimulated the need for change.

The appointment is across Australia and NZ and encompasses retail strategy, advertising, digital, and store design & build. Wellcom will continue to manage print production.

M&C Saatchi has held the account since July 2011 but the buyout of Woolworths-owned Dick Smith by private equity firm Anchorage Capital last October raised questions about the future and direction of its marketing. 

Dick Smith CEO Nick Abboud said:"We were impressed by IdeaWorks' retail insights, fresh ideas and passion." 

Wheeler said: "We're all looking forward to having a strong retail focused partner on board and I'm excited by the next phase for the brand and the IdeaWorks team starting a new journey with us."

IdeaWorks head, Jon Bird, said: "This is one of the region's most exciting retailers in the world's most exciting category. And their leadership team is first–rate. We can't wait to get going."

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