Campbell Arnott’s names Clemenger sole creative agency ditching DDB after pitch
The Clemenger Group has emerged with the whole of the Campbell Arnott’s Australia account following a competitive pitch, with DDB Sydney losing its chunk of the account.
Earlier this year Mumbrella revealed the major food brand had launched a competitive pitch with its two incumbent facing off against BMF and Ogilvy as it looked to consolidate its creative account.
The news sees Clemenger pick up brands including Arnott’s Shapes, Tim Tam, Vita-Weat, Campbell’s Soup, V8 and Real Stock which previously sat with DDB.
Arnott’s vice president of marketing David McNeil said in a statement: “We are thrilled that Clemenger will be partnering with us across our entire portfolio of brands. The quality of the strategic and creative thinking we have seen throughout the review process has been superb.
“Creative excellence is at the heart of our strategy and we are very confident that we have the right partners to grow our brands.”
Under the changes Clemenger’s bespoke business unit The Kitchen Table will be responsible for all external marketing.
Director of marketing communications and capability Anne Ricci said: “Clemenger’s The Kitchen Table presented an innovative new business and planning model that will ensure we create integrated campaigns that deliver the right messages in the right moments.
“This will future proof Campbell Arnott’s communications model”.
In a statement, Arnott’s thanked DDB for its “passion and commitment to its brands over the past five years,” which has seen it create campaigns including the Tim Tam Trees activation in MArtin Place and birthday celebrations last year.
Nic Christensen
Great how Clems have both Mars and Arnotts biscuits in the same agency now.Goes to show how deep clients go for a new business partner. Their brands are now competing in the same consumer space.
BBDO have been a global partner with Campbell’s since 1930. Why would any local suckers pitch for the business. It was clearly rigged. What a waste of time.
Seems like another excercise getting the price down with one long term partner. At days end it’s all about weak clients and smaller budgets.
The whole thing smells to me.
TAT
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That’s how the cookie crumbles…
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shapes are the bomb
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That’s how the coo…. ah, dang, too late.
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TAT way start a conversation with yourself
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@Awful Truth
They also have Smith’s portfolio so they’ve got confectionery, sweet biscuit, savoury biscuit and salty snack categories all tied up with lots of overlap as each of those manufacturers try and stretch their brands in to complementary categories.
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is that the team at Arnott’s must have missed the latest god-awful work Clems have done on Smiths Chips.
Hope Tim Tams fare better.
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It’s important to remember though that Smiths is Clemenger Sydney and Mars is Clemenger Melbourne. On a day-to-day basis, I’m guessing there’s not a huge amount of contact between any of the personnel.
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It’s less about where they are based and more about Smiths, Mars and Arnotts all competing for the same consumers wallet nationally. How can a biscuit brand actually be housed in the same agency as Mars? They compete for the morning tea and afternoon tea segment to start with. Let’s agree it is bizarre they can run ads from the same agency competing for the same consumer in the snacking category . Poor marketing process.
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You mean to tell me that a chocolate and a chocolate biscuit aren’t entirely different categories…..
Oh you mean like:
M&Ms and TV snacks going after the TV viewing snacker??
Tim Tams & Maltesers targeting the female light-indulger??
Shapes & Snickers going after the teenage boy muncher??
But one agency can do both?
Who’da think it?
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on how they feel about all that?
Will we see another new business pitch soon?
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Clems is clearly such a class above everyone else. Only a matter of time before they have every account.
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Clems are a decent agency, but a class above everyone else? Really?
They are just as inconsistent as the rest of the industry.
I am wondering, was it this campaign?
https://mumbrella.com.au/pepsi-returns-live-life-max-new-tv-push-pepsi-max-260752
Or this one?
https://mumbrella.com.au/smiths-celebrates-sports-fans-and-variety-in-latest-campaign-featuring-stephen-curry-286592
That sealed your opinion that they will take over all accounts?
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