Dick Smith appoints M&C Saatchi
Woolworths-owned retailer Dick Smith has awarded its advertising account to M&C Saatchi, which already handles Woolworths, following a competitive pitch.
“Dick Smith is an iconic Australian brand, synonymous with innovation and quality and the agency is excited to have the opportunity to propel the brand forward,” said David Whittle, M&C’s MD.
Dick Smith’s head of marketing and buying said: “M&C Saatchi obviously have strong credentials in branded retail work. But what really set them apart was a strong creative idea inspired by a differentiating strategy.”
Five agencies were initially shortlisted for the business.
Who were the incumbents?
They say “following a competitive pitch”, though Woolworths are consolidating their business’ and seeing M&C already held the bulk of their business, it was pretty much a show in they would get the rest.
That’s my opinion at least.
Now for the decision on the Woolworths media account!
It was definitely a competitive pitch. Long list of eight agencies. Full blown credentials. Down to a shoot-out between DDB and M&C Saatchi. Close I hear. Same with the appointment of their hardware business. Also very close. Seems age hasn’t wearied them. They’re still hard bastards to beat in a pitch.