Full-service media agency Awaken has been appointed to manage the digital media account for iconic Italian appliance brand Smeg, following a competitive pitch process.
The appointment comes as Smeg looks to enhance its digital footprint and e-commerce capabilities, with Awaken tasked with delivering a strategic plan to support the brand’s broader digital transformation.
The Smeg team was impressed by Awaken’s leadership across research, insights, strategy, technology and AI – all key components of the agency’s pitch.
Under the new partnership, Awaken will use its digital media expertise to strengthen Smeg’s e-commerce sales and bolster retail attribution, working in tandem with the brand’s well-established bricks-and-mortar retailer presence to create a seamless omnichannel shopping experience.
Founded in 1948, Smeg has become one of the world’s leading manufacturers of residential, commercial, and professional appliances. The brand is globally recognised for its distinctive 1950s-inspired design and premium Italian craftsmanship. In Australia, Smeg products are widely available through major appliance retailers.
Chris Parker
Awaken CEO Chris Parker said the partnership aligns strongly with the agency’s vision and capabilities.
“For more than 70 years, Smeg has been leading the way with its products, and we’re excited to be a part of that journey,” said Parker.
“Smeg and Awaken share a commitment to innovation, representation, and pairing creativity with genuine human connection, making for a closely aligned partnership.
“Our goal now is to bring our digital expertise to the business to help propel Smeg forward in the digital space. We’ll be leveraging our skills across audience insights, data, reporting, and technology to scale Smeg’s online consumer activity.”
The appointment is effective immediately.