Case History Database

Michael Hill began as a small, family-run boutique jeweller, growing for almost 40 years to become a big national retailer. With its knockout deals and more-for-less commercials, the business wrote the book on mass-market jewellery in Australia, with a brand that became famous for one thing: low prices, at the expense of long-term profit. Michael Hill set in motion a plan to transform the brand from the inside out, with a renewed mission to build the value required to attract the customers that would drive growth.. This is a paper about how frank and fearless marketing opened the door to an idea that leaned into a powerful brand truth. A story of rekindled love that won thousands of hearts, millions of dollars, and an impressive ROI. A gratifying example of a brand that realised it needed to change to keep the spark alive, and did.

Lillian Sor	Author / Chief Strategy Officer	CHEP Network
Josef Wimberger	Author / Brand Planning Director	CHEP Network
Katie Peacock	Author / Executive Strategy Director	CHEP Network
Christine Gannon	Author / Managing Partner	CHEP Network
Alex Pavlos	Account Director	CHEP Network
Mel Ashman	Executive Producer	CHEP Network
Christy Peacock	Creative Lead	CHEP Network
Christie Luxton	Associate Creative Director	CHEP Network
Noah Marshall	Director	Larchmont New Zealand
Ngaio McCreadie	Executive Producer	Larchmont New Zealand
Tony Whyman	Producer	Larchmont New Zealand
John Toon	Director of Photography	Larchmont New Zealand
Bruce Everard	Production Designer	Larchmont New Zealand
Olivia Dobson	Stylist/Costume Designer	Larchmont New Zealand
Margaret Petchell	Hair/Makeup Artist	Larchmont New Zealand
Liv Reddy	Head of Post Production	The Editors
Timoth Mauger	Editor	The Editors
Laurence Van Camp	Editor	The Editors
Grace O’Connell	Assistant Editor	The Editors
Stu Cadzow	Online	The Editors
Anthony Partos	Head Composer	Sonar Music
Timothy Bridge	Head of Sound	Sonar Music
Josh Pearson	Music Engineer	Sonar Music
Sophie Haydon	Executive Producer	Sonar Music
Karl Ritcher	Head of Supervision	Level Two Music
Mel Pantz	Supervisor	Level Two Music
Hugh Owens	Supervisor	Level Two Music
Ben Hams	Head of Production	M.A.P Productions
Derek Anderson	Photographer	M.A.P Productions
Jo Feeney	Chief Marketing Officer	Michael Hill Jeweller
Tyra Gunnis	Marketing Manager	Michael Hill Jeweller