Forty Winks takes creative, media and PR to pitch
Forty Winks has taken its creative account to pitch after almost eight years with AJF partnership, Mumbrella understands.
The national bedding retailer is also pitching out its media and public relations accounts, though the incumbents for both are unconfirmed.
The pitch process appears to mark a complete revitalisation of the businesses’ marketing strategy, after Forty Winks last year brought in experienced retail marketing leader Damian Lucas as its national advertising and marketing manager.
Lucas joined the business in September, having previously held roles at general marketing manager at Clark Rubber, national marketing manager at Total Tools and manager of advertising campaigns at Bunnings Warehouse. He has also worked in senior marketing roles at The Good Guys, Coles and Kmart.
AJF Partnership first took over the Forty Winks account from then- incumbent McCann Melbourne in March 2015. The agency has since been behind a number of campaigns, launching the new brand platform Serious About Sleep in 2018.
The news follows a turbulent period for the Growth Ops owned agency following a number of redundancies as well as several of its founders departing the business.
Known for its work with retail clients, earlier this year AJF lost Officeworks to CHEP Network following a pitch. Another client, Catch.com.au, shifted its creative to Sunday Gravy, as well as in-sourcing some creative work.
In early 2022 the agency picked up Cash Converters, adding to its existing relationships with Target, Bega, Specsavers, and Simply Energy.
Mumbrella reached out to AJF Partnership and Forty Winks for comment.
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