Pitch Watch: TAB appoints creative; Mediacom wins Munchkin
Mumbrella casts a regular eye over some of the media, creative and PR pitches in market.
In this wrap up: TAB (appointment), Munchkin (appointment).
TAB moves creative after long run with Whybin
After a pitch lasting just a few weeks, Tabcorp has moved the creative account for TAB out of Whybin/TBWA Sydney to Clemenger Sydney.
Clemenger beat a field of three to win the business and will begin working on creative to support the football finals and Spring Carnival later in the year.
The move comes less than four months after TAB appointed Keno and gaming marketing manager Claire Murphy to the role of CMO.
Whybin held the account for three years after winning it from BWM in 2013. Its most recent work featured punters being interviewed outside betting venues as if they were sports stars.
Murphy said the agency had shown shown a strong understanding of the needs of the brand.
“Clemenger BBDO demonstrated a strong strategic understanding of the business, and we look forward to partnering with them as we head towards the footy finals and Spring Racing Carnival,” Murphy said.
Mediacom wins Munchkin
Mediacom Melbourne has been appointed to baby product brand Munchkin, ahead of its launch into the Australian market later this month.
The agency will be charged with creating its new market entry strategy and also assist with media planning and buying across digital and traditional channels, performance reporting and analytics.
Munchkin CEO, Steven Dunn, said: “We chose Mediacom as our media partner because of their innate knowledge of the Australian media landscape and their proven experience with FMCG.
“In addition, we know parents are researching and purchasing online more and more, so we needed an agency that had digital at the heart of everything they do.”
Willie Pang, chief digital officer of Mediacom, added, “The market for infant formula is cluttered and littered with regulation. Munchkin needed an agency partner to cut through the confusion and deliver a comprehensive, digitally-led strategy to bring their innovative-yet-unknown brand to market. We’re excited to work with Munchkin and drive some fresh thinking within the category.”
Mediacom’s Melbourne office has been under pressure of late with a number of account losses in recent years and it is currently pitching on Energy Australia and Specsavers.
Congratulations to Mediacom, exactly the win they needed to turn things around.
2016 is looking brighter already.
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