Campbell Arnott’s pitches creative for entire business with four agencies in contention

CampbCampbell's Arnott'sell Arnott’s Australia is reviewing its creative arrangements as it looks to consolidate its entire business with just one agency putting DDB Sydney and Clemenger BBDO Sydney on alert, Mumbrella can reveal.

The company confirmed four agencies including the incumbents are involved in the ongoing pitch. DDB Sydney currently handles the Arnott’s accounts while Clemenger BBDO Sydney works on the Campbell’s brands.

BMF and Ogilvy are also in the running for the multi-million dollar business.

Campbell Arnott’s VP of marketing APAC David McNeil said: “Campbell Arnott’s Australia is reviewing its creative agency structure and inviting selected agencies to pitch for the entirety of the business.

“In line with recent moves to an overarching portfolio strategy across the business, we are taking this opportunity to streamline our marketing to one integrated agency.

“We have an ambition for excellence across all our external marketing communications and seek to engage our audience with campaigns that deliver the right message, in the right media channels, at the right moment. We believe this new approach will provide both increased communication effectiveness and cost-efficiencies.

“We have a strong relationship with both DDB and Clemenger and both agencies have been invited to participate in the pitch process. BMF and Ogilvy will also participate in this process.

“We see this an opportunity for all pitch agencies to win the entirety of the Campbell Arnott’s business.”

The pitch does not extend to media where MEC is Campbell Arnott’s media agency of record.

DDB Sydney has worked on Arnott’s Shapes recent Extreme product campaign and were behind the activation which saw Arnott’s Tim Tam’s partner with Qantas for their 50th birthday celebrations.

Clemenger BBDO Sydney’s work for Campbell’s Soups has included a campaign in 2012 fronted by celebrity chef Manu Feildel which saw him poke fun at the idea of celebrity chef’s selling out.

Miranda Ward


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