Dig wins Mitre 10’s creative and strategic accounts
Dig has been appointed to both the creative and strategic accounts for hardware store Mitre 10, which it commenced work for in October.
Mumbrella understands that the incumbent agency is Edge.
Dig chief creative officer Peter Cerny said: “Since 1959 Mitre 10 has earned the trust of millions of Australians and the local communities they serve, making the brand as iconic as it is abundant with creative opportunity. We are very much looking forward to digging deep with Karen and the Mitre 10 team to unearth some creative gold and set Mitre 10 up for success, now and into the future.”
Mitre 10 general manager marketing Karen Fahey commented: “Dig went above and beyond to demonstrate their vision for our business at every stage of the pitch process. Their challenger mentality as an agency, their down-to-earth approach and their strategic and creative ability aligned with the work we’re looking to do at Mitre 10. It’s a very exciting time, and we look forward to more Australians reconnecting with their local Mitre 10 store or our digital footprint over the years to come.”
A previous campaign for Mitre 10 by Edge featured a bobblehead of Scott Cam. Mitre 10 is also a major sponsor of The Block, which Cam is the host of.
Recent campaigns by Dig include work for The Bottle-O and Post-it. In September, the independent agency made four hires to its creative team.
Dig was formerly known as Channel T.
Mumbrella has contacted Edge for comment.
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