Pitch Watch: BP appoints creative agency; Gold Coast Comm Games appoints media agency; Best & Less taps creative agency
Mumbrella casts an eye over the major media, creative and public relations pitches at play in the market.
In today’s wrap-up: Gold Coast 2018 Commonwealth Games (media agency); BP (creative); Best & Less (creative); Sephora (PR agency); Lovehoney (PR agency).
BP completes creative pitch
Ogilvy has retained the BP creative account following a competitive pitch, expanding its relationship with the company.
Ogilvy’s new scope – in addition to being the company’s creative agency of record – will now include all below-the- line creative, promotions, video and digital support.
According to a media release, this lower cost model will deliver efficiencies for BP through technology and automation of templates, briefing, approvals and digital creative asset management. The new model will be serviced via an in-house graphic operations team based at BP in Melbourne’s Docklands.
Rebecca Fyson, B2C marketing manager, BP Australia, said: “Ogilvy is known to many as the agency that delivers our above-the- line advertising campaigns including BP Ultimate and our loyalty partnership with Velocity Frequent Flyers rewards program. In the below-the- line space, Ogilvy will bring to BP a streamlined creative model, along with innovation, technical and production expertise. We are very pleased to announce the appointment of Ogilvy and looking forward to get started.”
Says Michael McEwan, managing partner, Ogilvy Melbourne, said: “We are thrilled to expand our remit on the BP business. Over the years we have consistently enjoyed working with the BP local team, including the launch last year of their ‘Fill and up and Fly’ loyalty partnership with Virgin Australia’s Velocity program. This win means more alignment, more value and ultimately more opportunity for both Ogilvy and BP. We can’t wait to get started”.
Gold Coast 2018 Commonwealth Games appoints media agency
Mediacom Brisbane has been appointed the official media agency of the Gold Coast 2018 Commonwealth Games.
The appointment will see the agency deliver strategic campaigns that aim to drive spectator participating and heighten public awareness of both the Games and the athletes who will be competing.
Katherine Williams, managing director at Mediacom Brisbane, said: “To be signed on as an official supplier for the Gold Coast 2018 Commonwealth Games is a tremendous honour. It’s such an exciting time for Queensland to showcase home-grown talent and welcome the Commonwealth’s best athletes to compete on the world stage on the Gold Coast. We’re really looking forward to working with the GC2018 team to make this the greatest Games ever!”.
GOLDOC chairman, Peter Beattie AC, said: “MediaCom are a brand synonymous with connecting businesses with target audiences and given the key milestones GC2018 has ahead over the next 20 months, their guidance and contribution will be very important. It is heartening to see organisations like MediaCom demonstrate their confidence in an investment with GC2018 and we look forward to working with them as we journey towards 2018.”
Best & Less appoint creative agency
Bashful has picked up the creative account for retailer Best & Less.
Simon Bookallil, Bashful CEO, said:““We are very proud to be working with a true Australian retail icon. Best & Less is a brand close to every Australians heart with its exceptional quality and great value. We look forward to working with them to bring this proposition to life.”
Linda McDonald, head of marketing and ecommerce at Best & Less, said: “Bashful’s strategic and creative abilities shone through during the pitch. We were impressed by the team’s depth of experience and understanding of the fashion/apparel and retail sectors and look forward to partnering with Bashful for this next exciting step in our brand’s journey.”
Bashful’s current portfolio also includes P&O Cruises, Kennard’s Hire, Biozet Attack, Bisley Workwear, MailPlus, TFE Hotels, Jergens Skin Care, Wrangler Jeans Asia, The Boutique Boat Company, Zimmermann and SABA.
Sephora appoints PR agency
Online beauty destination Sephora.com.au has appointed Torstar Communications to handle integration communication solutions including brand communication, digital and consumer activations.
Torstar CEO and founder, Tory Archbol,d said: “Sephora.com.au will be the 24/7 go-to destination for beauty adorers by year end. Our role is to connect the brand and its one-stop digital portal with the Australian consumer by ensuring there is a deep understanding of the convenient, customised consumer experience and grow awareness of the accessible and extensive product range online with a core focus on Sephora’s in-house brand.
“Through trial of product which is just a click away, everyone will have the opportunity to truly live the magical Sephora lifestyle, from anywhere in Australia, with the ability to look and feel more beautiful.”
Love Honey gets into bed with Frank PR
Online sexual pleasure and wellbeing retailer Lovehoney.com.au has appointed Frank PR following a competitive pitch process.
Rob Godwin, director of Lovehoney Australia, said: “The company is currently experiencing phenomenal growth. We’ve already seen incredible levels of demand since our Australian launch in June.
“It’s clear that Australians are open to the idea of enhancing their sex lives and having more fun in the bedroom. We’re delighted to be working alongside Frank PR to bring a fun and fulfilling sex life to the nation.”
Frank PR is tasked with shifting the perceptions around the sex toy industry in Australia.
Polly Atherton, Frank PR managing director, said: “The team here was excited to get this brief through. Talking sex toys and sexual pleasure can often be a taboo in the media, so we are relishing the challenge to tackle that head-on with smart creative executions that will reflect Lovehoney’s personality and its fun, healthy and positive attitude towards sexual wellbeing.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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