Pitch Watch: Masterpet appoints new roster; Campos goes with digital; Triumph names media agency

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

In today’s wrap up: Masterpet (agency roster); Campos (digital agency); Triumph (media agency).


Pet brand appoints three agencies to form first Australia and New Zealand roster

Masterpet has appointed The Works as its lead creative agency, Match Media for the media and digital experience account and Poem for PR, social media and influencer marketing.

With the first work due out in the market in late 2016, The Works will manage the overall brand strategy, creative and digital for Masterpet and its numerous speciality brands including Blackhawk and Vitapet.

Damian Pincus, founder and creative partner at The Works said: “We are thrilled to be working with such a leading company with powerful brands and a passionate team of people who are dedicated to producing the best product in the market. Masterpet has a very strong culture and values around its people and products and that is very compelling to work on.”

Masterpet has also appointed a media agency for the first time in the brand’s history.

Match Media’s remit will cover all paid media including ATL, digital, SEM and SEO.

Zara Cobb, head of planning and knowledge, Match said: “Match have a strong history in the pet care category and has significant experience with growth brands. As an agency full of animal-crazy media specialists this couldn’t have been more of a perfect fit and we are thrilled to be in partnership to help grow the individual Masterpet brands.”

Poem will handle all social media strategy, community management, influencer identification and management, PR and crisis communications.

Matt Holmes, co-founder at Poem said: “Masterpet have a clear direction and love for what they do. We’re looking forward to bringing this to life through several new channels and a host of stories that educate or entertain to spread the word about their brands. It’s a pleasure to be working with a collaborative group of clients and agencies to do this.”

Gemma Lumieux, Masterpet marketing director ANZ, said: “We really value the ability for all our agencies to work together and are extremely excited about the mix of talent and best-in-market experts we now have on board to strengthen our marketing and communications team across key areas as the business expands.

“We are all passionate pet owners and we focus on making the best products in the market. We are looking forward to our team of agencies helping build a voice of authority for Masterpet and its speciality brands, and an exciting future as partners.”


Campos Coffee takes to digital channels with new agency partner

Premium coffee brand Campos is set to drive hard into digital after appointing Sydney agency Digital Massive to its account.

The win for Digital Massive comes just weeks after the agency was acquired by UK-based Jaywing, giving the agency group an expanded Australian presence.

the agency will work with Campos across all the company’s markets covering analytics, content and SEO.

The account is the first publicised win for the agency, which also handles Amber Tiles and Century 21, since it was acquired in July.

James McInnes, digital marketing manager at Campos, said the agency has shown a level of commercial agility in its approach to the brand that he believed would be a vital asset in the relationship.

“One of the things that impressed us most about Digital Massive is the care they have shown toward our brand, along with a number of innovative initiatives that we believe will propel our message of quality coffee cultivated by good,” McInnes said.

Digital Massive director, Tom Geekie, said the Campos brand had a message that went beyond simply marketing quality coffee.

“It’s ethos of sustainability, integrity and authenticity chimed strongly for us and we’re delighted they chose us to help bring those brand messages and initiatives to life for a brand loved by connoisseurs, cultured corporates and quality-valuing everyday people alike,” Geekie said.

The agency has built a strong following in the UK with its data-science led approach to clients and has launched a ‘low risk’ expansion strategy in the region lead by the Digital Massive acquisition.


Triumph Motorcycles Australia appoints media agency

Carat Melbourne has picked up the media planning and buying responsibilities for Triumph Motorcycles following a “proactive pitch by Carat”.

The appointment is a shift in strategy for Triumph which, to date, has handled media buying internally.

Triumph’s marketing manager, Dale McBride, said: “We are excited to pair the Triumph brand in Australia with Carat’s significant experience across multiple media platforms. I’m confident that together we can provide great depth in our planning, strategy and activations for Triumph’s brand, retail and new product activity, continuing to push the needle forward.”

Carat Melbourne managing director, Joseph Pardillo, said: “This is a fantastic opportunity to partner with such an iconic global brand, steeped in motorcycle history and heritage. They have demonstrated a clear thirst for innovation and big ideas; we look forward to working with them to advance their brand, capitalising on the many opportunities today’s digital economy presents for them.”

The scope of work includes media strategy, planning, and buying, effective immediately.


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