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

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

NZ Market Snapshot

Forex

Sym Price Change
USD 0.7850 0.0000 0.00%
AUD 0.8924 0.0000 0.00%
EUR 0.6196 0.0000 0.00%
GBP 0.4880 0.0000 0.00%
HKD 6.0917 0.0000 0.00%
JPY 84.8970 0.0000 0.00%

Commods

Commodity Price Change Time
Gold Index 1231.3 2.700 2014-10-24T00:
Oil Brent 86.1 -0.700 2014-10-24T00:
Oil Nymex 81.0 -1.020 2014-10-24T00:
Silver Index 17.1 0.020 2014-10-24T00:

Indices

Symbol Open High Last %
NZX 50 5292.8 5344.4 5292.8 0.77%
NASDAQ 4459.5 4486.3 4452.8 0.69%
DAX 9008.6 9044.9 9047.3 -0.66%
DJI 16677.0 16811.7 16677.9 0.76%
FTSE 6419.1 6419.1 6419.1 -0.47%
HKSE 23311.9 23352.6 23333.2 -0.13%
NI225 15354.4 15377.0 15139.0 1.01%