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Myer's strategic shift,
Howatson's creative uplift,
A partnership's gift.

Myer consolidates creative and production with Howatson+Co following review process
Myer has swapped out network agency partners to consolidate its creative and production accounts with Howatson+Company.
The indie agency will take over the remit from the Australian department store giant's long standing creative partner, Clemenger BBDO, also replacing WPP production powerhouse Hogarth. A Clemenger BBDO spokesperson confirmed the agency did not contest the account.
The decision followed an extensive market evaluation and forms part of Myer's ongoing strategic review, through which the company is seeking sustained growth and transformation. Howatson+Company was said to have been selected for its strategic excellence, creative innovation, and forward-thinking operating model, which are expected to drive a significant change in the volume and quality of content Myer produces.
The agency has confirmed that the remit sits entirely within Howatson+Company, and does not involve its recently launched sister agency, the AI production shop Plus Also Studios.
"Howatson+Company demonstrated an unparalleled understanding of our business and the broader retail environment. 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," said Chief Marketing Officer at Myer, Clarabella Burley.
"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. Their teams have played an important role in shaping Myer's commercial performance, and we thank them for their dedication and expertise."
The transition to Howatson+Company will take effect immediately, with the agency scaling operations over the coming months.
"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," said Founder and CEO of Howatson+Company, Chris Howatson.
The news comes a day after Myer shareholders voted in favour of a proposed merger with Premier Investment's Apparel Brands portfolio, which includes Just Jeans, Dotti, Portmans, Jay Jays and Jacqui E.