Smeg appoints Awaken to drive digital media strategy in Australia

Italian appliance brand Smeg has appointed independent agency Awaken to lead its digital media strategy in Australia, with the aim of creating a seamless omnichannel experience across digital and bricks-and-mortar channels.

Awaken said it won the account with a strategic plan to support the brand’s digital journey across research, insights, strategy, technology and AI. Under the new remit, Awaken will use its digital media expertise to support Smeg’s ecommerce sales and deepen its retail attribution.

Nick Elgin, head of marketing at Smeg, said the agency’s leadership across strategy, insights, AI and technology set them apart.

“Awaken is the perfect strategic partner to enhance our digital offering,” he said. “We’re excited to have an agency partner that is well-placed to spearhead our digital evolution and transformation.”

Awaken CEO Chris Parker said the agency would apply its expertise in data, technology, and consumer behaviour to scale Smeg’s online presence.

“Our goal now is to bring our digital expertise to the business to help propel Smeg forward in the digital space,” Parker said.

The appointment is effective immediately.