Pitch Watch: Simplot seeks new agency; Tabcorp looks to consolidate agencies

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

In this week’s wrap-up: Simplot seeks creative agency, Tabcorp calls media review.

Simplot call creative review with BWM declining to repitch

Allen: "BWM have been influential in driving the growth of our brands"

Allen: “BWM have been influential in driving the growth of our brands”

Food giant Simplot, parent to brands including Leggo’s, Bird’s Eye, Edgell and John West, has ended its relationship with BWM Dentsu after the agency declined to take part in an agency review.

The agency will continue to work with Simplot until September while the company conducts the creative review.

BWM won the business eight years ago and has worked across Simplot’s portfolio of frozen and canned food brands.

Along the way the agency picked up an Effie Award for its work relaunching fish fingers and achieved recognition at Cannes for its work with John West.

The loss is a blow to BWM’s Melbourne office, which this week also saw the departure of Murray White to join 10 Feet Tall.

Melbourne managing director, Mark Watkin, said the agency was proud of the work it had done across Simplot’s brands.

“Our strategy and creative teams have changed the way consumers view Simplot’s brands. We are particularly proud of the leading work we delivered for Bird’s Eye, Edgell, Leggo’s, I&J and John West,” Watkin said.

“Over the last eight years we have helped Bird’s Eye, Edgell and John West to maintain leadership in their categories despite some of the toughest retail conditions ever facing Australian food manufacturers. We’d like to thank the entire team at Simplot for a great eight years and wish them all the success in the future. I’d also like to congratulate the Simplot team here at BWM Dentsu for their ongoing commitment and hard work.”

Simplot chief marketing and digital officer, Fiona Allen, said the agency had been a key part of driving the company’s brands.

“We would like to thank the BWM team for their partnership over the last eight years. BWM have been influential in driving the growth of our brands and ensuring they continue to be some of Australia’s most loved grocery brands,” Allen said.

tabcorpTabcorp calls media review as it looks to consolidate agencies 

Betting agency Tabcorp is currently reviewing its media agency relationships, Mumbrella understands.

OMD currently holds the media buying responsibilities with other smaller agencies also having responsibilities on the roster for digital and performance.

It is believed the company is looking to move all its accounts to one agency. Tabcorp has been contacted for comment.

The shortlist is believed to be OMD, Atomic212 and Havas Media. All agencies contacted declined to comment.

Mumbrella revealed last year that Tabcorp CMO Mike Smith was departing in build-up to Melbourne Cup, with Claire Murphy named as his replacement.

Simon Canning and Nic Christensen 


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