Myer has relaunched its iconic advertising campaign this week, with the well known ‘My Store’ moniker missing.

The new campaign, developed by Clemenger BBDO Melbourne, revolves around the ‘find wonderful’ tagline, and is fronted by Adelaide actress, Tilda Cobham-Hervey.

The brand relaunch is the first for the department store brand in more than a decade, with the 60 second commercial to run across television, cinema, online, and instore.

Myer CEO, Bernie Brookes, said Clemenger has been asked to tell the Myer story in a contemporary way, while drawing on its 100 year heritage.

Brands showcased in the new promotion include include Maticevski, Alex Perry, Kate Sylvester, Giambattista Valli, and Ellery.

“Consumer expectations and behaviour have changed. We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been,” said Brookes.

In addition to the new marketing push, Myer has overhauled the company’s purpose and values to drive employee engagement.

“We have crystallised our vision and our team members have responded very strongly to the themes. Our team is incredibly energised to bring ‘wonderful’ to all our customers.”

Daniel Bracken, Myer’s new chief merchandise and marketing officer called the campaign a significant moment for the Myer brand.

“The first major relaunch for almost 10 years, we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message,” said Bracken.

“The campaign is designed to appeal to our growing contemporary customer segment, as well as emotionally engaging with all our existing customers.”