Avatar DBN has been appointed as the through-the-line advertising agency for Edgars.

In recent months, Edgars was purchased from Edcon by Durban-based operation Retailability, which has a proven track record of shifting ailing businesses such as Legit from loss to profit-generating retail brands.

With this change of ownership, the Edgars business faced challenges in both regaining lost customers, and in growing the brand sustainably into the future.

Both challenges present tremendous opportunities to renew its brand values, personality and purpose, and build new equity in a broader target market in line with Retailability’s vision.

Norman Drieselmann, CEO of Retailability said: “Our focus is now on integrating the Edgars stores into the rest of the business while ensuring that the Edgar’s brand stays relevant. Choosing an agency partner was a critical step in this new journey.”

Antony Ellis, managing director of Avatar DBN, said this appointment means more than just winning a new client: “Edgars is a heritage brand in South African retail, and despite a rough few years, deserves its place in our retail economy. We’ve taken this brief as a responsibility in not only returning Edgars to top-of-mind status, but to play an important part in repositioning the brand for the future with relevant new thinking and vibrant creative work that changes minds.

“As an agency, we’re seasoned in the language of retail, and know there’s plenty of hard work to be done in all departments – but we’re absolutely up for the challenge. The fact that there are so many people committed to Edgars’ success is heartening – it‘s a tremendously talented team of great people, and that makes all the difference in building a productive partnership,” Ellis added.

Avatar DBN joined Avatar Agency Group, the largest fully black-owned agency group in South Africa, in August this year.

“As a Group, we are proud to see our fantastic team in Durban demonstrating the necessary grit and resilience to navigate the current challenging environment – especially for retail – and share in our positive view of the future,” said Zibusiso Mkhwanazi, Group CEO of M&N Brands and Avatar Agency Group.

 Avatar DBN’s retail and digital expertise combined with the Avatar Agency Group’s broad market strategic insights positions the Durban agency perfectly for the growth of Edgars.

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