Coles Group will create its own specialised marketing agency named “Smith Street”, following a robust four-and-a-half-month RFP process for its marketing services.
The new agency will comprise experts in customer experience, data analysis, creative services, media management, culture and insight, and is intended to drive transformational growth for Coles Group by combining superior commercial intelligence with unparalleled consumer insight.
General Manager of Brand, Digital and Design Samantha McLeod said she looks forward to the newly created agency generating strategic outcomes for marketing across the whole of Coles Group’s business.
“Smith Street will operate as a world-class network of creative and media experts with a unified goal and agenda to achieve Coles’ strategic outcomes, rather than a group of different agencies operating independently, which will lead to more impactful and effective communications and interactions with our customers,” she said.
Handpicked from Omnicom Group
The Smith Street team will be handpicked from across Omnicom Group, who were the successful agency in the RFP process. They will work with existing partners Deloitte Digital to bring data and analytics to the core of Coles Marketing.
Omnicom Group CEOs Peter Horgan and Andrew Little say the team is excited to help make customer obsession at Coles feel real to every Australian.
“Exceptional customer experience will be at the heart of what we are trying to achieve, and our experts will work together with the talented Coles marketing team to ensure shopper trends, behavioural science and data analytics is integrated into every campaign, end-to-end,” they said.
Coles Chief Marketing Officer Lisa Ronson says the new structure will be a cornerstone in supporting Coles Group in providing more meaningful and personalised customer communication, insights and reporting.
“Our marketing strategy is to position Coles as the most trusted and sustainable retailer in Australia by demonstrating our purpose through relevant omni channel experiences, focusing on targeted trusted value, sustainability, loyalty and health & happiness,” she said.
Mixed representation
Launching in the new year, Smith Street will be a physical space for the agency and Coles team to come together and work in one dynamic space.
It will be led by a board made up of a mix of Coles and agency representatives:
• Lisa Ronson – Coles Group Chief Marketing Officer
• Samantha McLeod – Coles General Manager Brand, Digital and Design
• Kate Bailey – Coles General Manager Media and Sponsorships
• Peter Horgan – Omnicom Media Group CEO
• Andrew Little – DDB CEO
• Sian Whitnall – OMD CEO
• Kimberlee Wells – CEO, TBWA
• Mike Napolitano – DDB Managing Director
• Katherine Battle-Schulz – Deloitte Digital Partner.