A new marketing chief, a new public relations firm and a new creative agency – one of Australia’s biggest discount department stores is changing face.
Lee Applebaum will join Target Australia as general manager marketing on September 3, following the departure of long-serving marketing boss Murray Chenery.
Applbaum comes from
American technology retail giant Radio Shack where he was chief marketing
officer for three and a half years.
Prior to Radio Shack, Applbaum held top marketing jobs at companies including Schottenstein Stores, David's Bridal, Footstar Athletic and Schlotzky's.
Target Australia has also appointed public relations firm Saunders & Co to work on special projects, including the impending launch of Roberto Cavalli for Target Australia.
The two appointments come on the back of a new creative campaign ‘Good things are happening at Target’, promoting the discount department store’s fashion-forward direction.
The campaign was created via new agency Big Red, which won the business from the now defunct The Campaign Palace in March.
The Campaign Palace and Target shared a 25-year partnership.
According to Nielsen, Target spent an estimated $39.2 million on main media in year ending May 2012, up from $33 million in the prior period.