Y&R Sydney has picked up the creative for Best&Less from Sydney indie agency Bashful without a pitch.
The agency's retail and shopper marketing arm, IdeaWorks, will now service the account.
Bashful has been the lead agency on the retail account since 2016.
Best&Less head of marketing and ecommerce Linda McDonald says it was Y&R's retail credentials that drove the brand to switch agencies.
“We are excited to be embarking on a new relationship with Y&R as our strategic and creative, retail partner. Their experience and capability in the retail space is fantastic, and we are looking forward to them playing a key role in the future of Best&Less,” McDonald says.
Pete Bosilkovski, who was recently revealed as CEO succeeding Phil McDonald, says Y&R will lead the development of a brand platform.
"Our retail unicorn Danny Lattouf will be core to this partnership applying customer first thinking to help shape the in store brand experience," he says.
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