The Monkeys wins Berlei creative

Accenture’s The Monkeys has been appointed as creative agency of record to the Berlei account, Mumbrella can reveal.

The account for the Pacific Brands owned brand has sat with Host and Parlour since 2012.

More recently, Berlei has worked with Emotive, who will continue to work as part of the brand’s agency portfolio.

Serena Williams in a Berlei campaign created by Emotive

Host’s first work pieces of work produced for Berlei, caused some controversy, as they challenged the industry standard and used women with larger breast sizes in the campaigns.

In its time with the brand, Host and Parlour also delivered work with long-time ambassador Serena Williams, including the ‘Bounce’ campaign in 2014.

Mumbrella understands Host has not done campaign work for Berlei for some time.

More recently, Berlei worked with Emotive and Parlour to produce a content-led marketing campaign around the time of the Australian Open, with Williams performing a self-choreographed dance wearing the Berlei sports-bras.

‘Do it for yourself’ aimed to celebrate women of all shapes and sizes, and inspire them.

Berlei marketing manager, Zoe Hayes, said: “Berlei is at a pivotal point as we turn 100 years old. We have partnered with The Monkeys to reset the benchmark and create a remarkable foundation as we enter our next 100 years and release new ranges to support it.

The Monkeys co-founder and CEO, Mark Green, added: “Berlei is an iconic Australian brand with brave marketers at the helm. We are looking forward to playing our part in the brand’s next chapter.”

The Monkeys’ clients include Qantas, Telstra, Pizza Hut, Canadian Club Whiskey and Meat and Livestock Australia.

Host declined to comment.


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