DAVID JONES 2003 - 2013
A decade shaping a beloved brand. Over 22 seasons, the hands-on creation of iconic campaigns, executed with the confidence to take the best of Australian fashion to the world.
A period that igniting customer imagination with record sales results & growth.
Results: In F10, David Jones had sales of $2bn, EBIT of $250m and a market capitalisation of $2.3bn.
DAVID JONES 2003 - 2013
Scope: A creative canvas of global possibility. Campaigns shot on location in Los Angeles, New York, Tokyo, Tahiti, Shanghai, Seville, Saint-Tropez, Santorini, Beijing, Barcelona, Dublin, Venice, Rio de Janeiro, Prague, Palm Springs, Capri, Queenstown and at home in outback Australia.
DAVID JONES 2003 - 2013
Remit: As GM Marketing & Financial Services - a scope that included agency oversight - setting a singular creative direction that cascaded through brand, marketing, stores, VM, PR, events & online.
DAVID JONES AMERICAN EXPRESS CARD LAUNCH
Brief: Launch and transition store card holders to new DJs AMEX card. Response: Complete strategic development of Dream concept and implementation on saturation media budget including card livery, instore collateral, direct mail, print, outdoor and events.
AFTERPAY STRATEGY
Brief: How do you explain Afterpay to a 2015 audience still unfamiliar with buy now pay later? Response: By illustrating that in life, things are easier to swallow in smaller bites.
TEMPLE LUXE BY BERLEI
Brief: Launch TLBB into market with high calibre seasonal and digital content that inspires indulgence. Response: Strategic brand creation including name, livery and identity campaign concepts and delivery.
