Pitch Watch: Simplot picks new media agency as Droga5’s successor on Helloworld is named

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

In this wrap up we reveal where Simplot has moved its media account and who Helloworld picked to replace the defunct Droga5.

Simplot logosSimplot

The company behind major brands Edgell, Birdseye, Lean Cuisine and Leggo’s has appointed Initiative for its $11.9m media account, Mumbrella can reveal.

The Simplot account first went into play back in August in the wake of Dentsu Aegis’s decision to close full service agency Huckleberry.



“In the final presentations we were most impressed with the Initiative team, the depth of their strategic thinking and the integration of their digital capabilities,” said Fiona Allen, Simplot chief marketing and digital officer.

“We were looking for truly innovative, highly-challenging media thinking and delivery and the Initiative team demonstrated why they would be our ideal media partner into the future.”

Mumbrella reported back in August how after a series of conversation with many of the Melbourne media agencies the final shortlist saw Dentsu Aegis fighting to retain the account against both PHD and Initiative.

Initiative Melbourne managing director Stephen Fisher, said: “We are hugely excited and very proud to be working with the Simplot team.  They manage world class brands and we are thrilled to be partnering with them to help drive innovative and compelling campaigns.”

Simplot was originally held by Mitchells but was shifted to Huckleberry during the shuffling of the deck that occurred within the group between 2012-13, ahead of the departure of Harold Mitchell, as Carat became the largest agency within the group.


Helloworld has appointed Clemenger BBDO Sydney as its agency of record for creative following a competitive tender and review process.

The appointment comes just weeks after the closure of Droga5 in Sydney. 

Kim Portrate, chief marketing officer at Helloworld, said: “With brand awareness growing significantly since the brand launch in early 2014, Helloworld was interested in working with a creative partner who could provide the brand with new pathways to engage with the travel consumer.

“After a lengthy review process we are confident that Clemenger BBDO Sydney is the right agency to help us continue to build our brand in Australia, showcase our expertise in everywhere and continue to strengthen helloworld as the trusted and reliable travel partner for Australian consumers.”

CEO Andy Pontin, Clemenger BBDO Sydney CEO said: “There’s no more dynamic category than travel right now, and Helloworld is a major player. We can’t wait to get started and help grow the brand and the business to new heights”.

Clemenger BBDO Sydney will provide Helloworld’s brand and retail creative requirements from October 12.

The agency also holds the Tourism Australia creative account.

Nic Christensen 


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