Clemenger BBDO secures Kmart's creative account in competitive pitch

Clemenger BBDO has been appointed the new creative agency of record for Kmart Australia, marking a major win for the newly merged entity following its integration with CHEP Network and activation agency Traffik earlier this month.

The appointment, confirmed following a competitive pitch that began in November, sees Clemenger BBDO take the reins from incumbent Dentsu Creative, which opted not to re-pitch after holding the account intermittently over the past 14 years.

Led by CEO Lee Leggett, Clemenger BBDO will now lead brand and key retail campaigns for Wesfarmers-owned Kmart, one of Australia's largest and most recognised department store chains.

The win is a significant milestone for the agency, which has recently undergone a transformative consolidation of its brand and activation capabilities under the Clemenger BBDO banner.

The pitch process kicked off prior to the departures of Clems CEO Dani Bassil, chief creative officer Adrián Flores, and chief growth officer Anita Zanesco.

Dentsu Creative had originally won back the account in 2022 from DDB, which took over in 2020. Prior to that, it was held for a decade by BWM Dentsu.

For Clemenger BBDO, the appointment not only signals early momentum post-merger, but also adds another iconic Australian retailer to its roster.

Kmart and Clemenger BBDO declined to comment.

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