In a significant shift in the Australian retail media landscape, Myer has announced that its creative account will go up for pitch, concluding its decade-long relationship with Clemenger BBDO.
Newly appointed CMO Clarabella Burley, who joined Myer in July after a successful tenure at Qantas, shared insights into the reasoning behind this strategic move with Little Black Book.
“We value the partnership we have had with Clemenger BBDO for the past 10 years. As we enter a new phase of growth, we are assessing all parts of our business and exploring new creative directions that will continue to engage our customers into the future,” she said.
Clemenger BBDO’s decision not to defend the account highlights a mutual recognition of the need for change. CEO Dani Bassil expressed pride in the agency’s contributions to Myer’s brand identity over the years, stating, “We have enjoyed every minute of our incredible partnership with MYER. While we are declining to take part in the pitch, we are exceptionally proud of the impact we have had on the brand and wish the team every success in the future”.
This decision marks the end of a partnership that has produced memorable campaigns, including the popular “Naughty and Nice” Christmas baubles in 2018.
The tender process is now underway, but details regarding potential agencies involved remain under wraps.
