Pitch Watch: Bupa shortlist revealed; Museum Victoria names creative agency; The Right.Fit partners with agency
Mumbrella casts an eye over the major media, creative and public relations pitches at play in market.
In today’s wrap up: Bupa (shortlist); Museum Victoria (creative); Perfomics Australia announces new clients; The Right.Fit (agency partnership).
Bupa pitch continues, with presentations held beginning of December
Bupa has shortlisted at least three agencies in its hunt for an agency to handle both creative and media requirements, Mumbrella understands.
The pitch, revealed in October, saw the health insurer announce to market its intention to appoint one agency which marketing director, John Moore, then told AdNews reflected “the convergence of media and creative in our ever increasing digital and content focus”.
Mumbrella understands AJF Partnership, Havas and Publicis are all still battling it out for the account, with presentations held at the start of the month.
It’s understood a decision will be made before the end of the year.
Moore told Mumbrella: “We’re currently reviewing our media and creative agencies as part of our regular review process, and have narrowed it down to a shortlist.
“We’ve made the decision to take into account the ever-increasing linkage between media and creative strategy as we continue our focus on customer engagement. A big part of this is our content creation and how this fits in with our marketing mix.
“The combined media/creative solution offers the best solution for Bupa’s marketing needs and reflects the convergence of media and creative in our ever-increasing digital and content focus.”
All agencies contacted declined to comment.
Museums Victoria adds creative agency to roster
Museum Victoria have added Collingwood creative agency, Yoke, to its external rosters for the next three years, alongside design partner, Clear.
In its new role for the public museum organisation, Yoke will be responsible for strategic brand projects, communications and marketing campaigns for brands including Melbourne Museum, Immigration Museum and Scienceworks.
Clear will look after the commercial side leading campaigns including IMAX Melbourne and Museum Spaces.
Alex Fisher, acting senior manager for brand and audience at Museums Victoria said the mixed expertise of Yoke and Clear will help strengthen marketing and communications.
Mehdi Qerim, managing director at Yoke, said the agency was pleased to be working with an “iconic part of the cultural fabric of Melbourne and Victoria.”
“We’re incredibly thrilled to create meaningful work with such a positive impact behind it.”
“We’d like to thank Museum Victoria for the warm welcome and can’t wait to reveal the first project,” Qerim said.
Performics Australia announces clients
The performance marketing arm of Publicis Media, Performics Australia, has added several clients to its service including: Toys ‘R’ Us, Fitness First and InvoCare (White Lady Funerals, Guardian Funerals and Simplicity Funerals).
IdentityDirect, AxiTrader and Direct Contact have also appointed Performics as their agencies in recent months.
Grace Chu, CEO at Performics Australia, said: “Performics has experienced exceptional new client growth in recent months and I’m delighted to welcome these fantastic Australian brands as our partners.
We are leaders in performance marketing in Australia and the results we consistently generate for our clients have fuelled our recent growth.
“We’re excited to help these iconic Aussie brands fully understand consumer intent through data-driven marketing, and ultimately drive exceptional performance.
“Performics traditionally delivers between a 35% and 350% uplift in return on investment for our clients, which include Toyota, Stan, amaysim, news.com.au and Red Energy.”
Taryn Williams of TheRight.Fit and James Wright of Havas
Online influencer and talent program partners with Havas
Online influencer and talent platform The Right.Fit has partnered with Havas, with the new relationship marking, according to the statement announcing the partnership: “Havas’ latest strategic step to optimise the collaboration between influencers and brands as part of the Group’s increased focus around influencer marketing to meet client demand”.
TheRight.Fit has already been utilised for major client campaigns across the Havas Village – in particular, by its PR, experiential and social agency, Red Agency.
The platform boasts 6,000 members, including models, actors, photographers, make-up artists, stylists and more. Launched in February by Wink Models founder Taryn Williams, TheRight.Fit is an online marketplace that directly connects talent with brands and clients.
Taryn Williams, founder and CEO, TheRight.Fit said: “We’re thrilled to be working so closely with a global market leader in Havas. Their portfolio of clients provides great access and opportunities with the type of brands our influencers are keen to work with.
“It is a partnership that we see huge opportunities to do some really fantastic work with, while also adding a vast platform for more exciting new talent to come through. TheRight.Fit is built for forward-thinking agencies and it’s great to see so much interest already.”
Havas Village Australia executive management team, Anthony Gregorio, Mike Wilson and James Wright, said in a joint statement: “Our partnership with TheRight.Fit signifies our intention to lead the market when it comes to influencer marketing.
“In particular, we want to focus on how brands and organisations can build long-term authentic connections with talent that can in turn advocate and engage their audience, followers and fans with our campaigns.
“A brand is no longer what we tell the customer it is – it’s what consumers tell each other it is. This is why influencer marketing is now such a key part of PR and marketing activity.”
In the coming months, Havas Group and TheRight.Fit will be launching a series of collaborations designed to disrupt the influencer marketing space.
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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topics
AJF Partnership
Bupa
Havas
Museums Victoria
pitch watch
Publicis
shortlist
The Right.Fit
Yoke
