The Mill changes ad agency for rebrand

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

Free audio stream, including stories that are padlocked on our site. Listen on any device, anywhere. Updated twice daily. The audio stream takes several seconds to start on Android devices.

Launch Radio player

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 0.7131 -0.0056 -0.78%
AUD 0.9304 -0.0085 -0.91%
EUR 0.6489 -0.0068 -1.04%
GBP 0.4662 -0.0028 -0.60%
HKD 5.5264 -0.0464 -0.83%
JPY 88.2270 -0.7580 -0.85%

Commods

Commodity Price Change Time
Gold Index 1188.0 2.350 2015-05-28T00:
Oil Brent 63.2 0.500 2015-05-28T00:
Oil Nymex 57.7 0.110 2015-05-28T00:
Silver Index 16.6 0.020 2015-05-28T00:

Indices

Symbol Open High Last %
NZX 50 5777.6 5844.9 5777.6 1.17%
NASDAQ 5096.3 5106.6 5106.6 -0.17%
DAX 11685.7 11704.4 11677.6 -1.29%
DJI 18154.1 18154.1 18163.0 -0.20%
FTSE 7040.9 7052.5 7040.9 -0.18%
HKSE 27398.3 27604.3 27454.3 -0.11%
NI225 20510.3 20636.4 20551.5 0.06%