Effies
Australia
An ICONIC Comeback: Redefining the Value of Brand in a Sea of Bland
Agency
Dentsu Creative
Client
THE ICONIC
Awards
Bronze
Retail and Etail
Finalist
Most Original Thinking
Finalist
Brand Value
Summary
After a period of decline and a sharp drop in spontaneous awareness, THE ICONIC launched its transformative 'Got You Looking' platform. The campaign was a bold move to reset the brand's identity and remind Australians of its unique value. By prioritising brand building over discounting, the attention-grabbing work successfully reversed its decline, exceeding all key performance targets. This strategic shift not only delivered THE ICONIC's first quarter of growth since 2022 but also marked the brand's return to active customer growth, a first in five years amidst a challenging retail climate.
Case study
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Credits
| Jere Calmes | CEO | THE ICONIC |
| Joanna Robinson | CMO | THE ICONIC |
| Georgia Thomas | Head of Brand, Media and Comms | THE ICONIC |
| Rachael Cameron | Brand Manager | THE ICONIC |
| Nicole Adolphe | Head of Style | THE ICONIC |
| David Halter | CSO | Dentsu Creative |
| Nastassia Kuznetsova | Strategy Director | Dentsu Creative |
| Ben Coulson | CCO | Dentsu Creative |
| Craig Sloane | National Head of Production | Dentsu Creative |
| Leisa Lander | Associate Creative Director | Dentsu Creative |
| Gillian Dalla Pozza | Associate Creative Director | Dentsu Creative |
| Nicky Webster | Group Account Director | Dentsu Creative |
| Ruby Tonkin | Senior Account Manager | Dentsu Creative |
| Natasha Foster | Director | Good Oil Films |
| Juliet Bishop | EP | Good Oil Films |
| Taryn Mueller | Producer | Good Oil Films |
| Cole Bennetts | Stills Photographer | Good Oil Films |
| Rob Wall | MD | Love Media |
| Meredith Graham | Head of Media | Love Media |
| Melissa Mackay | Senior Digital Manager | Love Media |