Enthral has been appointed as Mitre 10’s communications agency and will lead its public relations and influencer strategy.
The agency will work with the hardware store to manage all aspects of public relations for its key campaign periods, as well as the procurement of brand ambassadors and influencer partners.
Mitre 10, which is part of the Metcash group, is one of the largest players in the Australian home improvement and hardware industry, boasting a local retail network of over 300 Mitre 10 and True Value Hardware stores across the country.
Kath Carroll, Mitre 10 marketing manager, said: “Enthral has already proven to be a trusted partner in our business. Together, our goal is to show Australians that Mitre 10 is a customer-first hardware destination, ensuring our customers get the job done right, first time.
“Our local family stores are committed to helping customers with their DIY and trade needs, making us the preferred choice for hardware.”
Cameron Smith, founder and managing director of Enthral, welcomed Mitre 10 to its permanent client partner roster.
“Some of my earliest memories are going into the local Mitre 10 with my Dad as a child and buying tools for our farm,” he said.
“The store is still there as a part of Mitre 10’s extensive retail network and they are brimming with stories, tips and renovation tricks and we can’t wait to share them with the nation.”
Mitre 10 is the second Metcash brand to join Enthral’s portfolio of client partners. The agency has been retained in a PR capacity by IGA for several years.
This win for Enthral comes after the agency welcomed Mark Tompkins as its new creative director in May. Tompkins brings more than 20 years of experience to the agency, having worked in Australia and London with TBWA, DDB, Clemenger, and Ogilvy.
Smith said the decision to hire a dedicated creative resource for the first time was driven by broadening client briefs, which went beyond traditional PR and content.