Bonds pitching creative account

A pitch for Bonds’ creative account is currently underway in Melbourne, Mumbrella can reveal.

Mumbrella understands incumbent agency Leo Burnett Melbourne is defending the account against TBWA Melbourne, Special Group and Clemenger BBDO Melbourne – which has previously worked with the brand.

Mumbrella understands that the pitch is in its final round.

Leo Burnett was appointed to Bonds’ agency roster in 2014, sitting alongside Clemenger BBDO Melbourne.

Clemenger BBDO Melbourne was responsible for Bonds’ 2015 campaign, ‘The Boys’, which had two men in hanging chairs representing a pair of testicles and having conversations with the brain above them.

Clemenger BBDO Melbourne has not produced work for the brand in several years now.

More recently, Leo Burnett produced Bonds’ ‘Join the Queendom’ campaign, that positioned women as jungle warriors, and explored the discomfort of ‘Glo-ball warming’ in an ad that received 69 complaints to industry watchdog Ad Standards.

A Bonds spokesperson told Mumbrella that a number of contracts are currently under review, and that the pitch was invite-only.

“Bonds is an iconic Aussie brand that has been a staple in underwear drawers for over 100 years. To ensure the brand is as popular and relevant in another century’s time, we are reviewing a number of supplier contracts and partnerships, including that of our creative agency,” they said.

“The RFP will be invite-only, and we will not be providing comment on which agencies are involved.”

Leo Burnett and Clemenger BBDO Melbourne declined to comment.

Mumbrella has contacted TBWA and Special Group for comment.


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