Kmart takes creative to pitch, incumbent Dentsu Creative understood to decline
Kmart has taken its creative account to pitch just two years after reuniting with Dentsu Creative, Mumbrella understands.
In 2022, the retailer reappointed the Japanese holdco’s creative arm following a competitive pitch, as revealed by Mumbrella.
It had previously held a long-term relationship with the agency, which first won the Melbourne-based account in 2011 when the agency was then known as BWM, before moving to DDB Melbourne in June 2020.
The first campaign from BWM came out in August that year, featuring a group of Australian mothers guessing the prices of Kmart’s products.
Between 2020-2022, Kmart worked with DDB, with the short-lived relationship including its two Christmas campaigns – one of which was the first piece of work developed by DDB.
When Dentsu was reappointed, its first piece of work for the retailer was the 2022 Christmas campaign.
Mumbrella understands Dentsu Creative has chosen not to re-pitch or contest the decision.
While the decision not to re-pitch is not insignificant given the influence and status of the Kmart account, it will not be huge weighty on the agency after its win of Adobe’s Digital Media Business earlier this year.
The agency will create Adobe’s first “glocal” go-to-market model across the Americas, EMEA, APAC, and Japan, designed to drive relevance, effectiveness, and efficiency both globally and locally. Dentsu Creative will also be responsible for Adobe’s product and release marketing, as well as local campaigns for its B2B and B2C creative products and services.
Mumbrella understands the agency’s local team was heavily involved in the pitching process, with the account understood to be worth four-and-a-half times more than Kmart.
Kmart and Dentsu Creative both declined to comment.
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Reads like a sulking toddler. “our other win if 4 and a half times bigger than you anyway”