Pitch Watch: BP and EFTPOS appoint PR; Care Pharmaceuticals hires marketing agency; Energy Australia appoints media

Mumbrella casts an eye over the major media, creative and public relations pitches at play in market. 

In today’s wrap up: BP appoints PR, EFTPOS appoints PR, Care Pharmaceuticals appoints marketing agency, and Energy Australia appoints new media agency.


BP and EFTPOS appoint new PR

Haystac has won BP following a competitive pitch, with the agency also winning the PR account for EFTPOS. For BP, the agency will work on a project basis, managing PR, social media, activations and select point of sale work.

The agency has already commenced work with BP launching a campaign to promote its first-to-market ‘Rethink how you Refuel’ campaign in partnership with Virgin Australia’s Velocity Frequent Flyer program.

Additional upcoming projects that Haystac will support BP on include the launch of BPME, a new app designed to help customers to simplify their retail experience, as well as launching another major partnership.

Rebecca Fyson, B2C marketing manager, at BP said, “Haystac’s strategic and creative thinking really stood out throughout the pitch process and their ability to provide solutions across PR, social and activation gave us a rounded result. We have seen already some fantastic results in their early work for us and we are excited to see what we develop together in the campaigns to come.”

Speaking of the win, Haystac General Manager Jason Carnew said, “BP is such an iconic brand, and one that most consumers interact with on a regular basis. We look forward to working with BP in promoting their innovative retail experience and helping them solidify their position as leaders in the market.”

eftpos logo

For EFTPOS, Haystac is tasked with working with EFTPOS’ internal team on project and retainer PR needs, including digital content, PR (social and traditional) and activations and events.

Warwick Ponder, executive manager of corporate affairs and communications at EFTPOS, said: “As the most used debit card system in Australia, EFTPOS was impressed by Haystac’s mix of expertise in tech, finance and consumer, and their creative and rigorous approach to content, PR and social. We’re looking forward to working with the Haystac team to deliver ongoing communications campaigns and particularly throughout our rebrand and product launches.”

The win adds to the existing portfolio across the technology and financial services space including Dyson Appliances, Veda and Uno.


Care Pharmaceuticals taps strategy brand agency

Waterfront has been appointed as the strategic brand agency for Care Pharmaceuticals, focusing initially on the brand strategy for Hydralyte, before moving to a number of their other brands.

The agency was tasked with developing a TV campaign for the Hydralyte brand.

Care’s marketing director, Daniela Fra, said: “Waterfront led a collaborative brand strategy for Hydralyte and we’re very comfortable with the outcome, capturing a positioning, brand essence and purpose that now guides our communications.

“The TVC’s produced reflect the steps taken to broaden the brand into a wider variety of usage occasions. Waterfront and their network of partners quickly embraced working with us and are now leading the brand strategy for a number of our other brands”.

Waterfront agency director, Garth Agius, said: “As market leaders Care are driving growth in the rehydration market and with help from some great partners, we’ve led the brand strategy work, resulting in a fresh, new direction and a perfect example of bringing together the right talent at the right time.

“We think the demand for uniting ‘best in class’ specialist services only when clients require them, will merely continue to increase.”

Energy AustraliaEnergy Australia hands media to new agency after protracted pitch

Dentsu media agency Vizeum has emerged victorious after Energy Australia finally brought its protracted pitch to an end.

The energy company began the review in February and the appointment of Vizeum to the $15m business brings to an end Energy Australia’s complete review of its communications after previously appointing Cumins & Partners to creative and iProspect to digital.

The move also brings to an end Energy Australia’s long running relationship with MediaCom.

The review came after former Vodafone marketing manager Kim Clarke joined Energy Australia as CMO midway through last year, launching a complete reassessment of the company’s communications needs.


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