Pitch Watch: Oroton moves creative; Cash Converters switches media; Cook Islands Tourism names digital agency

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

In today’s wrap up: Oroton (creative); Cash Converters (media); and Cook Islands Tourism (digital); Musashi (creative).


Oroton names creative agency

TBWA\Sydney has won the business for Oroton, with the brand wanting to shift perception to make it more attractive to a younger audience.

The agency will launch the a new brand campaign in February 2017, starring ambassador Rose Byrne and introducing new faces for the brand.

TBWA\Sydney group business director, Marnie Darren, said: “Oroton has always had beautiful bags but it is becoming increasingly difficult to cut through and attract consumers in the ‘accessible luxury’ space. This new campaign is sexy and provocative. We’re thrilled to partner with Oroton in this next chapter.”

Oroton CEO and managing director, Mark Newman, said: “We’re excited to be partnering with TBWA as creative agency for the AW17 campaign.

“It has a very contemporary feel, which we believe matches the feel of the first full collection designed by our new designer, Pia Wessels. The campaign has been created to appeal to our younger audience and contribute to the repositioning of the brand. We’re looking forward to launching it in 2017”.


cash-convertersCash Convertors appoints media agency

Dentsu Aegis Network Perth has won the national account for Cash Converters following a competitive pitch.

The win, according to Dentsu Aegis, was worth $8m, encompasses traditional, digital, search, SEO, content, social, data and marketing technology consultancy throughout Australia.

The account will be led by Dentsu Mitchell Media, using resources of the network in Western Australia and nationally.

Business director at Dentsu Mitchell Perth, Michelle Testa, said: “We are very excited to announce our appointment to the Cash Converters account. Our vision was to mobilise the best talent across the Dentsu Aegis Network and to bring the best to the table.

“This win leverages the expertise and capabilities of several of Dentsu Aegis Network brands across both Australia and New Zealand, including Columbus, The Story Lab, Amnet and Data2Decisions, to deliver competitive advantage.”

International brand manager at Cash Converters, Glenn Donaldson, said: “After several successful years with a different model we sought to change our approach and consolidate the media business. We were impressed with Dentsu’s approach, their digital and marketing technology and their ability to hit the ground running.”

Cook Islands

Cook Islands Tourism appoints digital account

Cook Islands Tourism has announced The Core Agency has won its digital account, following a four-way pitch process.

The agency’s role will involve working with Dylan Harrison and The Hooligan Collective to build the existing brand platform ‘Love a Little Paradise.’

The Core Agency will also be responsible for developing a web experience to inform visitors about the destination and facilitate the booking process.

Harrison will be responsible for creative direction and producing all films for the website.

Christian Finucane, creative partner at The Core Agency, said: “The potential for the destination in the Australian market is huge. The Cook Islands are truly a hidden gem, and we look forward to helping more people discover their next South Pacific holiday destination.”

Karla Eggelton, director of sales and marketing at Cook Islands Tourism, added: “We had several options following the pitch, but The Core Agency presented outstanding strategic thinking and demonstrated considerable digital expertise.”

Harrison was also part of the pitch process.


Musashi announces creative account win

Musashi, an Australian sports nutrition brand owned by Vitaco has announced Media & Production Partners will be responsible for its creative account.

The full service agency which specialises in media buying, planning and production will work closely with Musashi’s digital agency of record, Switch Digital.

Ben Bolek, senior brand manager at Musashi said: “It was vital for us to partner with an agency that understands our brand and our audience, but also one that understands our business needs. MPP has certainly demonstrated this and we look forward to working with them to help continue the growth of Musashi in 2017.”

Jimmy Hyett, managing director, Media & Production Partners added: “We are so pleased to be partnering with Musashi. They’re a great brand with a compelling story to tell, and we will be using our expertise in the creative space to ensure it is heard.”


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