Michael Hill has appointed EssenceMediacom as its media agency partner across Australia, New Zealand and Canada, following a competitive review. B&T revealed the was being reviewed a week ago.
The agency succeeds OMD, which decided not to defend the account. Michael Hill declined to respond to B&T at the time.
The appointment marks the next evolution of Michael Hill’s marketing model, bringing together media, commerce, data and AI-enabled capabilities in a connected and agile approach designed to accelerate growth, deepen customer engagement and strengthen marketing effectiveness across its three markets.
The media billings are estimated to be worth around $25 million each year.
The partnership reflects Michael Hill’s continued investment in building future-ready marketing capabilities that enable the business to respond with greater speed, precision and relevance in an increasingly dynamic retail landscape.
“As Michael Hill continues to evolve, we’re focused on building a marketing model that is more connected, more agile and better equipped for the future,” CMO Jo Feeney said.
“EssenceMediacom and the broader WPP team brought an exciting vision for how media, data, technology and creativity can work together to create stronger customer experiences and drive commercial growth. We look forward to partnering with them as we continue to strengthen the Michael Hill brand across Australia, New Zealand and Canada.”
Pippa Berlocher, EssenceMediacom Australia & New Zealand CEO, said: “We’re delighted to welcome Michael Hill to EssenceMediacom.
“Michael Hill is one of the region’s most respected jewellery brands, with a clear ambition for growth and a strong customer focus. By bringing together the capabilities of EssenceMediacom and WPP Media’s connected offer we’re excited to help shape the next chapter of the brand’s marketing evolution.”
