Competing against Australia’s best digital agencies, the Clemenger Group built a bespoke offering called ‘LogicalMagic’ to win Myer’s digital business and help deliver Myer’s ongoing digital transformation through data, technology and creativity.
Based at and run by Clemenger BBDO Melbourne, ‘LogicalMagic’ combines talent from Clemenger BBDO Melbourne, CHE Proximity and EG+ to give Myer an unrivalled proficiency in digital strategy, digital creative, data, development and MarTech.
The win builds on Clemenger BBDO Melbourne’s existing relationship as Myer’s advertising agency of record.
Simon Lamplough, managing director of Myer at Clemenger BBDO Melbourne said, “At Clemenger we have a strong belief in the future of integrated agency models. Around the world big clients are moving away from specialist agencies and consolidating their business with Communications Groups who in turn are building specialist teams to service them.
“AT&T, McDonalds, Unilever and P&G provide compelling recent examples of this. By combining the best of Clemenger BBDO, CHE Proximity and EG+, Myer will have an unrivalled pool of talent at their disposal alongside all the benefits that an integrated offering brings – cost efficiencies, interconnected service models, reduced client management requirements and truly integrated output.”
Michael Scott, EGM brand and marketing at Myer said, “We went to market to find the best digital provider that Australia had to offer. Myer is two years into a five-year transformation plan and our omnichannel offering will be paramount to our success. The ‘LogicalMagic’ proposition that Clemenger brought to the table was very compelling because of the blend of technology and creative expertise on offer.”
‘LogicalMagic’ will manage Myer’s business-as-usual digital requirements by delivering smart, fast, and responsive work with uncompromised precision. It will also offer world-class capability to drive Myer’s innovation agenda and bring a new approach to the Australian retail landscape.
Myer’s in-house Digital Services team will be moving to the new ‘LogicalMagic’ team which takes control of all Myer’s Digital marketing needs from the 27th Feb.
Ben Kidney, director of Digital at Clemenger BBDO Melbourne said, “We are taking the responsibility of on-boarding Myer’s existing Digital Services team very seriously. This undertaking and Myer’s transformation initiative has driven us to create a pioneering and digitally best in class approach to operations and structure that we know will deliver success and tremendous value to Myer. Myer has some very talented people working for them and we are looking forward to welcoming them into our new set-up to work alongside our existing teams.”
Nick Garrett, CEO of Clemenger Melbourne and a member of the Clemenger Group Board said, “The creation of ‘LogicalMagic’ is the first time Clemenger Group has integrated people from separate Group agencies under one P&L to build a fit for purpose team for one of our largest clients in Australia.
“The strategic importance of this piece of business is huge and we are thrilled the Myer team had the confidence in our vision and capabilities. It’s also a wonderful marker for the type of agency we are building and it will be a catalyst for so much positive change at both the client and agency. I am deeply proud of what the pitch team achieved and to be a key strategic partner to Myer during their digital transformation.”
