Myer has appopinted Howatson+Company as its lead creative and production agency following an extensive market evaluation.

The move was triggered by Myer’s desire to build stronger connections with customers through innovative approaches that enhance both creativity and operational efficiency. Howatson+Company was chosen for its proven strategic excellence, creative innovation, and forward-thinking operating model. The agency has been given the job of driving a step change in the volume and quality of content Myer produces, ensuring the brand effectively engages an increasingly diverse audience across a range of platforms and shopping preferences.

The appointment is also part of Myer’s broader strategic vision to strengthen its brand, innovate customer experiences, and deliver value to both customers and stakeholders. The department store chain’s relationship ends now with incumbents, Clemenger BBDO and Hogarth.

Clarabella Burley, chief marketing officer at Myer, stated, “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.

“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.”

Chris Howatson, founder & CEO of Howatson+Company, added, “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.”

The transition to Howatson+Company takes effect immediately.