Pitch Watch: Western Sydney University appoints new PR agency; Mattel picks new lead brand agency; SA Gov tenders for NDIS

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

In today’s wrap up: Western Sydney University (PR); Mattel (lead brand agency); South Australian Government (creative pitch).


Western Sydney University appoints new PR agency

Western Sydney University has appointed One Green Bean as its new PR agency following a three-way competitive pitch process, Mumbrella can reveal.

One Green Bean will be tasked with amplifying the new Unlimited brand idea, identity and storytelling platform across owned and earned channels.

Western Sydney University introduced the Unlimited idea in a campaign which told the story of Deng Adut, a former child soldier who came to Australia as a refugee and now works as a lawyer. The campaign was created by We Collective Red Agency.

The pitch process for the account culminated in a workshop as opposed to an evaluation of the strategic and creative response of the day.

The brief challenged the competing agencies – understood to be Red Agency, Mango and One Green Bean – to build on the recent rebrand campaign using the story of alumni to demonstrate the belief that, no matter where you’re from or what your circumstance, every individual possesses the potential to transform their lives and the lives of others.

Western Sydney University, executive director marketing and communication, Glenis Carroll, said: “Rather than engage a full-service agency through a traditional pitch process we sought to find the best partners for each stage of our brand campaign from research and media right through to PR.

“We didn’t want finished concepts from the session but rather an understanding of how the agencies frame opportunities and develop solutions collectively.

“We were impressed with the ambition, determination and bold approach One Green Bean presented in the pitch. Their distinctive skills, behavioural insights and sense of possibility for amplifying our brand story demonstrated they have the resources and expertise to deliver the University’s ongoing creative execution.

“Most importantly we could tell from the way they approached the challenge that the team had the right cultural fit with our team.”

One Green Bean, CEO, Carl Ratcliff, said: “We’re very excited to be partnering with Western Sydney University to help them continue making an emotional connection with their audience, recast incorrect perceptions and help the tertiary category in general re-consider the University on compelling, new terms.

“Bringing in representatives from our strategy, creative and PR specialist teams, we were enthused by WSU’s making of – not just telling – real, human stories. We perceived a dynamic brand. And its pitch process was appropriately modern and inclusive. Perhaps ‘the workshop’ ought to be the pitch of the future?”


Mattel appoints lead brand agency

Clemenger BBDO Melbourne has been appointed lead brand agency for Mattel Australia.

Mattel is one of the world largest toy companies with Barbie, Hot Wheels and Fisher-Price amongst its product brands.

Mattel marketing director, Chedney Rogers, said: “We are thrilled to expand our relationship with the talented and creative group at Clemenger BBDO Melbourne and together we look forward to inspiring the wonder of childhood through play”.

Clemenger BBDO Melbourne CEO, Nick Garrett, said: “Mattel is a brilliant business, with global reach and we are excited to get a chance to work with them. The broader emotional and strategic opportunity for Mattel is huge and if creativity can play a part in their desire to inspire and help childhood learning and development, then we would be very proud to assist them.”


South Australian government opens tender for creative services for NDIS campaign

The South Australian government is looking to contract creative and production services to “develop and deploy a creative strategy and associated creative and communications material” for a National Disability Insurance Scheme campaign.

The successful agencies will also need to be able to provide market research to monitor the campaign success ion a qualitative manner.

The tender closes 5pm October 18.

NSW government

Banjo grows government business

Banjo has won two more projects for the NSW State government following wins earlier this year including the State Insurance Regulatory Body “WorkSafe” and Department of Fair Trading “Strata” campaigns.

The agency will be working on campaigns for Transport NSW and NSW Health.

Andrew Varasdi, managing partner of Banjo, said: “We are extremely excited about the campaigns and work we are developing for the NSW Government. As an agency we have invested heavily in our process and approach to working on government campaigns and the recent wins have certainly justified the significant investment we have made.”



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