Connecting everyday moments to company purpose and values
Connecting everyday moments to company purpose and values

David Jones and the Country Road Group

David Jones and the Country Road Group is one of the largest retail groups in the Southern Hemisphere and part of the WHL Group. It is well-known in Australia and New Zealand for its iconic brands – David Jones, Country Road, Mimco, Politix, Trenery and Witchery.

Our partnership

David Jones and the Country Road Group have recently become a united team. A refreshed set of values and behaviours were needed to support this change and bring all employees together. M&P Partners worked with David Jones and the Country Road Group to bring the values and behaviours to life via a clear narrative that unites the group and preserves the unique identity of the six retail brands.

We brought this all together with a creative campaign to enable employees to connect the little moments in their everyday work to the group’s purpose: adding quality and inspiration to life.

Our work

  • Defined the Group’s purpose and refreshed the values and supporting behaviours.
  • Created the organisation strategic narrative.
  • Developed a range of content and collateral to create a spark including:
    • a video animation to bring the narrative to life
    • the internal teaser and launch campaign
    • visual representation of the purpose and values
    • a microsite to enable employees to share their ‘little moments’.