Bulla looking to fill ‘agency gap’ after parting ways with Grey Melbourne
Bulla Dairy Foods has parted ways with its creative agency Grey Melbourne, Mumbrella can reveal.
The company has been without a formal creative agency arrangement since February. Nick Hickford, Bulla’s GM of sales, marketing and innovation, who joined the company in April, told Mumbrella he is looking to fill the “agency gap” in the near future.
Hickford joined the dairy company after two years as CEO of independent agency Wilson Everard Advertising.
“My view is that Grey Melbourne has been a great agency over the years,” Hickford said. “Coming from the agency side myself, I got to work with and against Luke Waldren and his team from time to time and found them very impressive.
“Being new to Bulla, I joined in April, I’m keen to fill our agency gap and will be looking to pitch the business very soon.”
Grey Melbourne was appointed in July 2011 to handle the brand’s digital account with the agency’s remit extended in April last year to cover creative extending across all Bulla product categories including cream, ice-cream, cheese and yoghurt.
Bulla’s Cloud 9 campaign which saw the brand create frozen yoghurt by transporting yoghurt high into the clouds to freeze was created by Grey Melbourne.
The last 10 months have been tumultuous for Grey which saw its 24-year relationship with the TAC end as it handed its creative account to Clemenger BBDO Melbourne.
The change resulted in staff cuts which was followed by CEO Luke Waldren moving client side, joining Sportsbet as general manager of marketing.
Miranda Ward
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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