Kmart is poised to appoint BWM Melbourne to its $28 million creative account, after battling it out with SapientNitro and DDB Melbourne.
AdNews understands Kmart briefed agencies to create a new brand design as well as instore design, creative services, brand strategy and digital components.
BWM will now be tasked with undertaking a significant overhaul of the brand's existing strategy.
The incumbent, SapientNitro, has held the account since 2005 when the agency was still Cummins&Partners.
The appointment of BWM comes in the midst of management changes at the retail giant. Kmart's parent company Wesfarmers recruited former McDonald's head Guy Russo in 2008 to turn around the brand's fortunes.
Last week, Kmart general manager of marketing Paul Church resigned his post. He had been in the role since late 2009 when his predecessor Sarah Baxter left abruptly.
Kmart's creative review was first revealed by AdNews early last month.
BWM was unavailable for comment.
Kmart's media agency, UM, was unaffected by the review.
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