BrandsMart USA selects MEL to lead creative strategy

Culture-first creative agency MEL, founded by Luis Miguel Messianu, has been appointed Agency of Record for BrandsMart USA. The agency will lead the retailer’s brand strategy, creative development and content initiatives as BrandsMart expands both online and in-store.

BrandsMart USA, one of the largest independent electronics and appliance retailers in the Southeast and among the country’s biggest appliance retailers, continues to grow its merchandise offerings while emphasizing competitive pricing. MEL will help strengthen the retailer’s connection with shoppers and communicate its value proposition effectively.

Agency to guide brand and content strategy

Luis Miguel Messianu, Founder and Chief Creative Officer at MEL: "Having BrandsMart as AOR is a point of pride since many at MEL grew up in Miami. We look forward to elevating the brand’s connection to shoppers as its business continues to grow."

The partnership includes overseeing creative campaigns, content creation and brand strategy, ensuring consistency across all consumer touchpoints.

Retailer emphasizes community connection

Rob O’Connell, Chief Operating Officer at BrandsMart USA: "We’re excited to work with MEL to bring forward the essence of the BrandsMart brand in a way that stays true to who we are. It’s about honoring our connection to the community and clearly communicating the value we provide every day."

BrandsMart USA carries nearly 50,000 electronics and home appliances, including televisions, mobile devices, home theater systems and furniture, providing shoppers with a wide range of choices without compromise.

The appointment of MEL reflects BrandsMart USA’s ongoing commitment to creative excellence and strengthening its presence in the competitive electronics and appliance retail market.

www.brandsmartusa.com

www.thisismel.com

Follow Marketing Report on LinkedIn