After a three-way competitive pitch, Christchurch-based retail chain McKenzie & Willis has partnered with Chemistry to develop its brand and roll out a new growth strategy, which will see a staged expansion of up to five new stores in the next few years.
McKenzie & Willis were looking for a full service creative and strategic agency that could leverage its iconic reputation for quality interior design expertise, furnishings and service and deliver an inspirational new brand platform to underpin its growth aspirations.
Bill Willis, general manager of McKenzie & Willis, says: “We were impressed with how quickly Chemistry got to grips with who we are and where we need to go. Their creativity, innovation and thinking really excited us. Chemistry’s brand idea clearly articulated our vision, providing a genuinely integrated solution and a robust marketing strategy to help transform and expand our business across the country. We are really looking forward to an exciting future and bringing the team into our business as we move forward with our plans.”
Mike Larmer, co-founder of Chemistry, says: “McKenzie & Willis really are unique in the market and have the opportunity to become NZ’s one-stop shop for everything from a complete home fit-out to a single room upgrade. Add to that their iconic New Zealand status and serious growth ambitions and it’s a dream client partnership."
Susan Young, co-founder and creative director of Chemistry, adds: "Chemistry takes a distinctive approach to retail brands which really sets our thinking apart. We’re delighted with the win and are really looking forward to working with Bill and the team to launch their new brand platform. A major focus will be to galvanise the entire business behind a single brand vision to enable the brand to push ahead of its competitive set."
The McKenzie & Willis win further extends Chemistry’s footprint into retail. The agency has also recently added the Red Rat and Huckleberry accounts to existing clients PlaceMakers and Barkers.
Alongside its retail portfolio, Chemistry works with some of the country’s largest energy, automotive, financial and consumer brands, including Z Energy, Jaguar Land Rover, MTF Finance, State and AMI insurance, Schick Razors and Samsung.
Chemistry’s appointment is effective immediately.