Kaimera wins $5m Nando’s media pitch
Nando’s has appointed Kaimera as its media agency of record in Australia and New Zealand, following a competitive pitch process.
Mumbrella understands the account has annual billings of over $5 million.
The independent agency will lean into its approach of “strategic, insights-led” media planning and buying to help the quick-service restaurant (QSR) evolve its media strategy and continue to build momentum locally.
It will be serviced out of Kaimera’s Melbourne office, which has experienced fast growth since opening less than 18 months ago.
What started as a one-person operation has quickly grown to seven, attracting a roster of clients including GSK, Luv-A-Duck, Eguarantee, Praemium, Eureka Villages, Laing Properties, Able Australia, Pennington Institute, and MS Plus. The office is led by general manager Garth Moring, who played a key role in securing the win having worked with Nando’s before.
“I’ve worked on Nando’s for years, and it’s a brand that I’ve always loved. To now be leading their media strategy at Kaimera is incredibly rewarding,” he said in a media release.
“They’re one of the most vibrant, culturally connected brands in the market, and we’re looking forward to helping them grow and evolve with a bold, effective media strategy.”
Moring previously worked at M+C Saatchi’s Bohemia, as its head of media. Bohemia is the incumbent on the account.
Last week, M+C Saatchi announced it would be retiring Bohemia in Australia, as part of a global media strategy restructure. The agency’s global CEO Zaid Al-Qassab said focus is on areas where it can “lead with a truly differentiated offering”, and Bohemia no longer met that criteria.
M+C Saatchi has instead renewed its commitment to M+C Saatchi Performance, the group’s global media offering, as a “decisive step” to future-proof.
Nando’s head of brand, Tom Blackburn, said he’s looking forward to working with Moring again, as well as the wider Kaimera team.
“Their planning and buying expertise, skills, and deep knowledge of the market set them apart from any other agency. We were looking for a team that truly understood our brand and audience, and Kaimera absolutely delivered. We’re excited for what’s ahead,” he said.
The appointment is a major win for the independent agency, according to CEO Nick Behr.
“It’s proof of the incredible work Garth and the Melbourne team have put in. We set out to build a strong offering in Melbourne, and in just a year, we’ve built a team and won some fantastic clients,” he said in the release.
“I’m unbelievably proud of Garth and excited to work with Nando’s — and, of course, to enjoy the delights of flame grilled chicken!”
Kaimera has also recently been appointed as the media buying partner for the upcoming SXSW Sydney festival, tasked with leading the offline paid media strategy and value-in-kind planning and buying.
SXSW Sydney’s head of marketing, Sam Saunders, echoed Blackburn’s point about Kaimera standing out from the get-go.
“They understand not just the media landscape, but the cultural context in which SXSW Sydney sits – and how to connect with the diverse communities we want to reach,” Saunders said in a release last month.
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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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