Dunelm appoints Creature as its creative agency

The UK’s number 1 homewares retailer has appointed a new advertising agency to drive even greater brand awareness and consideration.

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After a competitive pitch process, Dunelm has appointed Creature as its new retained advertising agency. 

The partnership sees Creature tasked with defining and bringing to life Dunelm’s new brand purpose across all consumer channels, broadcast, sponsorship, community marketing and internal comms, as well as helping the retailer connect with its customers in a meaningful way.     

Despite store closures in the second quarter due to the pandemic, in the first half to 26 December 2020, Dunelm reported a strong sales increase of 23% year-on-year, bolstered by a 111% increase in online sales and significantly outperforming the market while stores were open.  

Commenting on Creature’s appointment David Murdin, who led the pitch process for Dunelm, said: “We’re proud to be the homeware brand that celebrates perfectly imperfect homes, and have never been more confident about Dunelm’s future. However, like many retailers, the past 18 months have made us reflect on how we stay better connected to our customers and colleagues, while continuing to focus on growth.

“Throughout this process, Creature consistently showed a strong understanding of our ambitions. I’ve no doubt their bold creativity will help us make our ambition a reality. I’m excited to see the work we create together. It also helps that they are a really lovely bunch.”

Dan Cullen-Shute, CEO of Creature, added: “This has been a spectacular pitch process, with a brilliant team, a ton of brilliant work, against an agency I couldn’t admire more and honestly, we couldn’t be more chuffed. Dunelm is such a lovely, massive brand, with a bloody brilliant, massive story to tell, and we can’t wait to help them tell it.”

This first appeared in Campaign Magazine.


Creature is a gloriously independent agency, making game-changing advertising that real people can’t help but care about.