Modibodi appoints local agency to global social media account
Period underwear brand Modibodi has appointed indie agency Bread Agency to its global social media account. The agency has been tasked with driving the brand’s social presence across Australia, New Zealand, the UK, France and Germany.
The agency, which launched in 2022 by former Havas Group social media specialists Amaury Treguer and Mary Proulx, aims to bring a new look at what social media services should entail – setting brands and retailers up for success in the new era of social, with social commerce at its core.
It will be responsible for social strategy, content creation and influencer marketing.
“Modibodi has been changing underwear and period conversations for more than 10 years and we’re excited to partner with them to craft social stories that extend the conversation globally,” said co-founder Mary Proulx.
“It’s a brand that’s bold at the core and we can’t wait to bring that to life across their social platforms.”
Bread Agency will work closely with Modibodi’s in-house marketing and social media teams.
Kerry Cusack, executive director at Modibodi, said: “As category leaders and innovators, Modibodi has redefined period underwear and leakproof apparel, creating a business built on trust and authenticity. As a brand we are continually looking to innovate and always push the boundaries when it comes to our marketing and communications.
“Social media plays a key role in telling our story and bringing new audiences into the fold, which is why we are excited to work with Bread to build on what we’ve done and create bold new work with impact going forward.
“Bread Agency will play an important role in elevating our brand globally.”
Modibodi’s chief marketer, Liana Lorenzato, is due to speak at the Mumbrella Retail Marketing Summit in March alongside Dom Hickey, chief strategy officer at Howatson+Co. The pair will roll back the curtain on their TikTok collaboration, providing delegates with all the behind-the-scenes secrets and strategic thinking that went into the internationally acclaimed campaign.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Amaury Treguer
appointment
Bread Agency
Kerry Cusack
Liana Lorenzato
Mary Proulx
ModiBodi
social media
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