Cheeky Nando’s: Restaurant chain pitches creative account a year after appointing agency
A year after appointing SickDogWolfMan (SDWM), Nando’s has taken its creative account to pitch again, Mumbrella can reveal.
The creative agency was appointed alongside strategy consultancy Untangld in February last year, following a competitive pitch.
At the time, the successful agency, SDWM said it was “thrilled” to be working with a brand with “big creative ambitions”, however just a year later, Mumbrella understands it has decided to let the account go.
In a statement emailed to Mumbrella, a SDWM spokesperson said the agency had informed Nando’s in December that they would “cease working together moving forward”.
“We’re incredibly proud of the brand platform we’ve created for Nando’s in transforming all parts of their business and we do wish the team all the best”.
The spokesperson noted that SDWM is currently seeking its next client in the quick-service restaurant category.
Nando’s did not respond Mumbrella’s request for comment. It is also unknown if the brand continues to work with Untangld.
It has been a period of transition for Nando’s local marketing division, having recently brought in its South Africa-based GM of digital marketing for IMEA, Darren Hampton, to help redirect local marketing efforts as brand and customer director for Australia.
Hampton’s appointment was swiftly followed by the addition of a new marketing manager in CHEP’s Tom Blackburn. Blackburn joined the business in January, following five years at CHEP Network, most recently as client partner. Prior to that, he spent almost four years in client facing roles at Clemenger BBDO.
Prior to SDWM, the last account appointed to was then-named BWM Dentsu, in 2018. The agency has since undergone several mergers into what is now Dentsu Creative.
Jeez. What a sorry story, and what a complete waste of everyone’s time, effort and money. The opportunity cost for everyone involved will have been huge. I really hope the new team at Nando’s can finally break this brand’s serial pitching habit and build something long-lasting and sustainable for once. I’m not holding my breath though….
Creative pitching – what a disaster for the industry’s sustainability.
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According to the article, it was the agency that decided to let Nando’s go, not the other way round.
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And why would that be? Suggests the agency weren’t happy with how it was being treated and it’s great to see agencies drawing a line on relationships that aren’t working for them.
Remember the Vodafone pass around years ago?
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