Myer says Keddie is a true reflection of its customer – successful, confident, with style and substance.
What can’t Asher Keddie do? Not only has the Australian actress won six Logies, including the coveted Gold, but she is also the proud mother of two boys and a dedicated OCRF ambassador. Keddie can now add style icon to that list. The 45-year-old actress has been announced as Myer’s newest style ambassador, taking on the role alongside Elyse Knowles, Rachael Finch and Kris Smith.
In the statement, Myer said Keddie embodied the values and essence of the Myer brand: “She is successful, confident, relatable and is a strong woman of style and substance.”
Keddie herself added that Myer was a big part of her childhood. “Some of my most vivid memories as a child was going to see the Myer Christmas windows. My Mum would take us each year as kids, we’d be treated to lunch and then we’d all shop together choosing gifts for family and friends,” she said.
“Myer is a brand I love, and have a genuine affinity with, so I was flattered when they approached me.”
Myer’s Chief Customer Officer Geoff Ikin noted that Keddie had a “timeless beauty” and a “genuine warmth of character”.
Speaking to The Daily Telegraph, Ikin added, “Recognisable faces are important in the marketing world. The people we choose are carefully selected so they are what we want to be about.”
On top her of her surprising new role, Keddie became an official campaign ambassador for Georg Jensen in support of the Ovarian Cancer Research Foundation (OCRF) and helped host a panel in support of cancer research alongside marie claire.
“I’m really pleased that I can partner with Georg Jensen and add my voice to this incredibly important initiative that supports ovarian cancer research,” says Keddie. “I wasn’t aware of just how frightening not only the statistics are with this cancer but the fact that there is no early screening test. What keeps coming back to me is that one woman dies every eight hours. It’s so vital that there’s an early detection test.”
Iconic Danish jeweller Georg Jensen has been a long-time supporter of the OCRF; this year it launches the limited-edition Mercy Heart pendant, a delicate design that will help fund crucial research. “The Mercy pendant is exquisite,” says Keddie, “And it reflects the compassion we need to invest in this worthy cause.”