‘In a league of their own’: Merrick Watts’ Posca appoints AFFINITY as media partner following pitch

Merrick Watts and Ed Stening’s Posca Hydrate has appointed AFFINITY as its advisory and media agency partner, following a competitive pitch process.

Described as “the original sports drink of the ancient world”, Posca is a sugar and stimulant-free drink all about hydration and electrolyte retention.

Posca CEO and co-founder, and former GM of spirits at Lion, Ed Stening, said AFFINITY was “in a league of their own in our media pitch”, and it outshined some of the “hottest” media agencies in the country.

“They brought an unparalleled understanding of our business, our target audience, and innovative strategies to maximise growth both in the short and long term well beyond what we’d expect from a media agency – an incredible achievement given we hadn’t even launched,” he said.

“Since their appointment, they’ve truly gone above and beyond to ensure our success.

“Working with a team that are a constant source of advice, have the courage as partners to challenge our thinking, and constantly look for ways to drive growth – they’re living their growth accelerator label.”

AFFINITY will help share the Posca story to the world via media. After adding “demonstratable” value to the business and marketing plan during and after the pitch, Posca also appointed the agency to work on an advisory partner at a Board level.

“This was a business we really wanted to partner with. Opportunities to partner with founders who are ambitious and open to listening and doing things differently don’t come around often,” said Luke Brown, group CEO at AFFINITY.

“The ingredients are all there: a unique product, genuine partnership and enormous potential.

“It’s a privilege working directly with Ed and Merrick, to play a pivotal role in accelerating the growth of their business and help turn their vision into reality. We respect the responsibility to grow sales and distribution beyond launch, and the team have already delivered outsized wins to ensure Posca becomes a household name.”

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Lauren McNamara

Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.

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topics advisory Affinity Ed Stening luke brown Media Media pitch Merrick Watts pitch process Posca Posca Hydrate

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