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Kmart and Dentsu,
A decade-long dance may end,
New steps in retail.
Kmart takes creative to pitch
Kmart could soon end its on-again-off-again relationship with Dentsu Creative, just two years after reuniting with the agency after a brief stint with DDB.
Mi3 understands the retailer has put its creative account out to pitch, though neither Kmart nor Dentsu would comment on the matter.
Dentsu first started work with Kmart in 2011 via since-merged agency brand BWM, where the creative account remained until 2020, which marked the start of DDB's two-year term with the business.
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