Dick Smith ditches M&C Saatchi and appoints IdeaWorks as its new creative agency partner

Leading electronics retailer Dick Smith has shifted its creative agency account from M&C Saatchi to IdeaWorks after an extensive review process. The appointment is across Australia and NZ and encompasses retail strategy, advertising, digital, and store design & build. Wellcom will continue to manage print production.

Dick Smith CEO Nick Abboud said he was looking forward to working with retail specialist IdeaWorks, which is part of GPY&R.

Says Abboud: “We were impressed by IdeaWorks’ retail insights, fresh ideas and passion.”

General manager marketing Cassie Wheeler said although M&C Saatchi has been a good partner for Dick Smith, new ownership, and new leadership at Dick Smith had stimulated the need for change.

Says Wheeler: “We’re all looking forward to having a strong retail focused partner on board and I’m excited by the next phase for the brand and the IdeaWorks team starting a new journey with us.”

IdeaWorks head, Jon Bird, said that the agency was thrilled.

Says Bird: “This is one of the region’s most exciting retailers in the world’s most exciting category. And their leadership team is first-rate. We can’t wait to get going.”