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 0.6938 0.0010 0.14%
AUD 0.9237 0.0058 0.63%
EUR 0.6024 -0.0077 -1.26%
GBP 0.4761 -0.0036 -0.75%
HKD 5.3840 0.0066 0.12%
JPY 73.8690 -0.9970 -1.33%

Commods

Commodity Price Change Time
Gold Index 1291.8 0.460 2016-05-03T00:
Oil Brent 45.4 -0.870 2016-05-03T00:
Oil Nymex 43.6 -1.840 2016-05-03T00:
Silver Index 17.5 -0.180 2016-05-03T00:

Indices

Symbol Open High Last %
NZX 50 6843.0 6847.4 6843.0 0.04%
NASDAQ 4780.9 4791.4 4817.6 -1.13%
DAX 10052.5 10062.0 10123.3 -1.94%
DJI 17870.8 17870.8 17891.2 -0.78%
FTSE 6241.9 6270.0 6241.9 -0.90%
HKSE 21061.8 21061.8 21067.0 -1.85%
NI225 16357.1 16357.1 16666.0 -3.11%