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Myer Consolidates Creative and Production, Appointing Howatson+Co

24/01/2025
Creative Agency
Sydney, Australia
562
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Exclusive: The indie wins the pitch LBB first revealed in October, Brittney Rigby reports, ending Clemenger and Hogarth's tenures
Myer has appointed Howatson+Company as its lead creative and production agency, LBB can reveal, as part of an ongoing strategic review at the Australian department store.

Howatson+Co wins the pitch LBB first revealed in October, ending the brand's 10 year relationship with Clemenger BBDO, and relationship with production partner Hogarth. Chris Howatson's indie agency takes stewardship of the business with immediate effect, and will scale its operations to service Myer over the coming months.

The business said the appointment reflects the brand's focus on innovation, operational efficiency, and building a "sustainable, customer-centric future" under new leadership, including CMO Clarabella Burley, who joined last July after over a decade with Qantas, most recently as head of loyalty marketing. 

"Howatson+Company demonstrated an unparalleled understanding of our business and the broader retail environment," she said.

"Their creative platform and operating model will position Myer for future growth and create a competitive edge in how we interact with customers. We are thrilled to welcome them as our creative and production partner.”

The partnership will lead to a "step change in the volume and quality of content Myer produces," the agency said, "ensuring the brand effectively engages an increasingly diverse audience across a range of platforms and shopping preferences."

At the end of 2024, Howatson+Co launched an AI-driven production studio called Plus Also, which Chris told LBB would be a "unicorn", giving marketers the confidence to ask for more without increasing their marketing budgets.

Of the Myer win, the founder and CEO said, "There are few brands as iconic in the national psyche, and few company leadership teams with a clarity of strategy and energy for impact as Myer. It’s an incredible privilege to be welcomed into the Myer business, and we look forward to contributing with equal passion and impact."

Clarabella thanked Clemenger and Hogarth. Clemenger chose not to defend the account by pitching; its Christmas campaign starring Humbug was the agency's final work for the brand. Clems called it "our best ever Christmas campaign" and said, "we leave behind a brand in better shape than its ever been."

“We would like to express our sincere gratitude to Clemenger BBDO and Hogarth for their invaluable contributions to Myer’s brand and culture over the years," Clarabella said.

"Their teams have played an important role in shaping Myer’s commercial performance, and we thank them for their dedication and expertise."
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