Bega set to consolidate media accounts with Starcom, including Vegemite

Mumbrella understands that Bega Cheese is consolidating media accounts within its portfolio of brands with Starcom after confirming that it was conducting a review of its media agencies.

It is also understood that its flagship brand Vegemite will also move media across to the Publicis Groupe agency from Thinkerbell.

A Bega spokesperson told Mumbrella: “Bega Cheese can confirm it is conducting a review of its media agency arrangements, however no formal decision has been made at this stage.”

Independent agency Thinkerbell won both media and creative accounts in 2018 in a major coup for the then-new agency. This ended a 74 year relationship with J Walter Thompson, after a deal in 2017 was agreed for Vegemite to return to Australian ownership. 

Mumbrella understands that Thinkerbell will continue as Vegemite’s creative agency of record.

Mumbrella has previously reported UM as being appointed to Lion’s media account in 2018.

The move will see Bega moving its recently acquired drinks brands from Lion Dairy & Drinks, following an acquisition deal worth more than $500 million earlier this year.

The deal completed in January 2021 included brands Dairy Farmers, Dare, Big M and Yoplait.

Thinkerbell and Publicis Groupe declined to comment when approached by Mumbrella.


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