Michael Hill Jeweller has ended its ten year relationship with creative agency McCann Erickson, appointing US brand consultancy Interbrand Design Forum.
McCann's chief executive Ben Lilley confirmed the news and said: “We had an amicable split last year and basically Michael Hill are changing direction.”
Michael Hill Jeweller informed McCann of their decision to open up its pitch to overseas agencies in September last year saying it was looking to expand its presence in the North American market.
The Agency Register managing director Peter McDonald was employed to handle the pitch consultation process. McDonald said: “No local agencies were involved in the pitch. Michael Hill needed someone who knows retail in North America really well. It's a different breed and that's where specialist knowledge has to come from.”
A creative agency has not been appointed and will not be in the short term.
McDonald said: “Michael Hill is building its in-house capabilities and this in the meantime can keep the wheels churning. Over months or years you sometimes need to inject new ideas and challenge people. Who knows what the future will hold?”
Michael Hill entered the US market in 2008 and since then has 41 stores across North America.
The appointment of an overseas agency is reminiscent of the Commonwealth Bank's decision to hand its creative duties to Goodby Silverstein & Partners in San Francisco in 2007, instead of considering some of the top Australian agencies.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at erinsmth@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.