AJF Melbourne win Forty Winks from McCann Melbourne
Forty Winks has appointed AJF Partnership to handle creative following a competitive pitch process, beating out incumbent McCann Melbourne for the account.
Forty Winks CEO Con Dekazos said:“We’re thrilled to welcome AJF Partnership on board to take on a full creative and strategic remit for our brand. The Australian agency is very retail focused, and we trust that we will move into the future with a strong agency partner to execute the next creative phase of our iconic brand, and to continue to strengthen our brand presence in Australia.”
For AJF the win follows on from the Melbourne office picking up the creative for Coles Liquor and the Sydney office winning the Goodman Fielder baking account. It also follows on from the agency being named Australia’s Effective Agency of the Year at the Effie Awards last year.
AJF Partnership founding partner Andrew Fabbro said: “AJF Partnership is excited to have another great Australian brand in Forty Winks as its newest partner. They are excellent people to deal with, and we are confident that our strong cultures will work well together to help Forty Winks produce effective work that results in continued growth.”
Deakzos thanked McCann for their work on the brand: “We’re pleased with how our brand health is tracking and want to thank McCann for launching our re-positioning last year, with the aim to change lives through a better night’s sleep, a move that led to a significant lift in turnover and market share.”
McCann, which created the ‘Great unrested’ campaign for the brand at the end of 2013, will work with the company until the end of the financial year.
AJF clients include Holden, Officeworks, Donut King, Stan and Wild Turkey.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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