Bel Australia moves creative account to GPY&R Melbourne

Bel Australia has appointed GPY&R Melbourne as its creative agency.

Mumbrella understands GPY&R will replace an agency that has worked with the brand for the last two years. However, Bel Australia declined to disclose who it previously worked with.


The local division of Bel Group includes brands such as The Laughing cow, Mini Babybel and Boursin.

Frederic Dauba, marketing manager at Bel Australia said GPY&R Melbourne showed an understanding of the Australian marketplace and how to push through the “clutter within the snacking category.”

“We have some exciting plans and look forward to working collaboratively with GPY&R.”

Julian Bell, managing partner at GPY&R said it was a “privilege” to be working with Bel Australia.

“We know FMCG is a hotly contested category, and standout creative work is a real differentiator. Bel Group have some fantastic plans for the future that include some significant product launch and we look forward to working with them closely in the future,” Bell said.


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