The Mill changes ad agency for rebrand

Independent chief executive Julian Davidson
Y&R managing director Steve Kane

Retail chain The Mill has picked Y&R as its agency as it prepares for a major rebrand.

Barnes, Catmur & Friends was the incumbent.

Asahi-owned Independent Liquor purchased the Mill, which has 35 stores, last year.

It was owned by New Plymouth-based Christopher and Nyall Simkin and traditionally offered cheap liquor in a no-frills environment.

However, last year The Mill chief executive Jeremy Livingstone said it would get a major facelift after the Independent Liquor buyout.

Y&R managing director Steve Kane says The Mill’s new approach is “gender-friendly” and more reflective of the New Zealand lifestyle. 

“It's literally a relaunch of the brand and uses every element of the agency from media through and retail, digital, social and brand.”

The Mill's liquor chain rivals include Foodstuffs-owned Liquorland, which has 70 stores, Lion Nathan-owned Liquor King with 45 stores, Lion-linked franchise Super Liquor with 143 stores and Thirsty Liquor's 51 stores.

vyoung@nbr.co.nz


Got a question about this story? Leave it in Comments & Questions below.

This article is tagged with the following keywords. Find out more about MyNBR Tags

NZ Market Snapshot

Forex

Sym Price Change
USD 0.7054 -0.0030 -0.42%
AUD 0.9526 -0.0015 -0.16%
EUR 0.6403 -0.0022 -0.34%
GBP 0.5268 -0.0019 -0.36%
HKD 5.4732 -0.0231 -0.42%
JPY 71.7090 -0.6170 -0.85%

Commods

Commodity Price Change Time
Gold Index 1322.4 60.100 2016-06-24T00:
Oil Brent 49.0 0.120 2016-06-24T00:
Oil Nymex 47.6 -2.520 2016-06-24T00:
Silver Index 17.8 0.440 2016-06-24T00:

Indices

Symbol Open High Last %
NZX 50 6667.8 6697.7 6667.8 0.29%
NASDAQ 4715.8 4798.2 4910.0 -4.12%
DAX 9516.9 9587.4 9557.2 0.06%
DJI 17946.6 17946.6 18011.1 -3.39%
FTSE 6138.7 6138.7 6138.7 -0.67%
HKSE 19982.7 20329.2 20259.1 0.13%
NI225 15153.1 15324.0 14952.0 2.39%
ASX 5113.2 5154.9 5113.2 0.47%