Australian Pork takes media account to Slingshot

Independent media agency Slingshot has won the account for Australian Pork in a move that sees the producer end its long-running relationship with Dentsu Mitchell.

Australian Pork, which represents pig farmers, spent more than $5m on marketing activities in 2015-2016 and has been working to improve its Net Promoter score and raise awareness of the Australian Pork logo over the past 18 months.

Slingshot will work alongside Australian Pork’s creative agency Noble Brands Worldwide, which opened its doors five years ago with Australian Pork as its foundation client and has since created the ‘Get some pork on your fork’ tagline.

Slingshot CEO Simon Rutherford said the win was thanks to a combination of the way in which the creative and media agency could work together, and Slingshot’s ability to help Australian Pork work with data.

“They were looking for someone who could help bring the media and creative to life as an integrated offer,” Rutherford told Mumbrella.

“They wanted assistance in creating much longer-term thinking in how they use data in the business.”

Australian Pork general manager, marketing, Peter Haydon, said the agency was the right choice for pork’s next stage of growth.

“We have great evidence that increased sales of pork are highly correlated with our advertising activity,” Haydon said.

“We have made this move because we want to be a bigger presence in our consumers’ minds. We believe that the integration of creative, data and media is the change we need to make now, to accelerate future proofing. We also like the depth and freedom of thought that Slingshot have demonstrated.

“We look forward to working closely with Slingshot to continue to build the profile of pork in the Australian market through innovative and well considered approaches to media.”

Slingshot’s other clients include SPC, Disney Theatrical Productions, Universal Sony, Fisher & Paykel, 3M and Goodman Fielder.


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