Carat retains Tip Top account, extending 12-year relationship

Carat has extended its 12-year relationship with Tip Top Bakeries, retaining an account that includes the Tip Top, Abbott’s Village Bakery, Burgen, and Golden brands.

Tip Top’s marketing and innovation director, Brett Grebert, said Carat understands the business, which is a division of George Weston Foods and bakes more than a million products a day.

“Tip Top Bakeries have had a highly successful partnership with Carat and we view them as an extension of our team,” he said.

“Their understanding of our business and our customers has enabled Tip Top Bakeries to connect with consumers in a highly effective, creative and efficient manner. We are proud and excited to be continuing this valuable partnership.”

The agency would not disclose the billings for the account, which covers all media, including search.

Tip Top’s Brett Grebert

The re-appointment adds to Carat’s recent momentum under CEO Sue Squillace. In May, the agency won a three-way pitch for the Pandora account, and last year, retained the $50m AHM and Medibank account, extended its L’Oreal contract, and won Hisense. Squillace said retaining an account is the best kind of win.

“It’s always a great feeling to retain a long-standing client,” she said.

“In fact, it’s probably the best ‘new business’ win knowing that the retention is an endorsement of our team’s passion and the strength of our partnership, understanding the business challenges and our ability to deliver. It has been a great association and we will ensure we continue to provide integrated solutions to further strengthen its brand position in Australia.”

Two weeks ago, Mumbrella revealed Carat’s new-look strategy team, which includes the appointment of Spark Foundry’s Linda Fagerlund as chief strategy officer and the promotion of Danni Wright to national head of strategy and comms planning. The investment in the team is about “bringing the strategy and planning products closer together”, Squillace said.

In January, Craig Cooper joined the agency as chief investment officer, also from Spark Foundry.


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