Pitch Watch: Levi’s appoint young-gun agency; H&R Block finishes review; Study Group names media agency; AIIA reveals new PR; Synnex Technology appoints agency

In this wrap up: Levis (creative appointment); H&R Block (creative appointment); Study Group Australia (media appointment); Australian Information Industry Association (PR appointment); Synnex Technology International (PR appointment).

Levi’s looks to youth content specialist as new agency

LevisIconic fashion brand Levi’s has made a surprise move, naming Monster Children, a youth specialist agency that began its life as a magazine publisher, to handle its first locally-produced campaign in more than a decade.

Monster Children is understood to have won the business in a three-way shoot-out against two other more traditional agencies based on content work it had previously done with the brand in Australia.

Nicky Rowsell, marketing manager at Levis Strauss & Co, told Mumbrella previous work creating a skater video for Levi’s had given Monster Children an understanding of the brand.

While flying under the mainstream agency radar, Monster Children has offices in Sydney, Los Angeles and New York.

“We are going to an over-arching menswear branding campaign with tactical messages on product,” Rowsell said.

Rowsell said the agency would be working on the campaign to launch in New Zealand in February and Australia later in the year.

“I think their specialty is they understand our brand and play heavily in the youth culture space.”

Monster Children first launched 15 years ago with an eponymously branded magazine aimed at skaters. The magazine published its 50th edition in April, but the company has expanded over the years to create video content division and a youth-focused agency.

Saatchi & Saatchi wins H&R Block

HR BlockTax specialists H&R Block have handed its creative account to Saatchi & Saatchi following a review.

The company is working to transform how it talks to consumers and promote the role of tax accountants.

H&R Block marketing director, Melinda Spencer, said the brand was ready to set out on a new journey.

“We are looking to implement a transformation program with the end goal to provide more to customers than they might typically expect from a tax accountant,” Spencer said.

“Saatchi & Saatchi’s creative approach to this growth project is fantastic, and they are obvious partners for us on this journey.”

Saatchi & Saatchi CEO Michael Rebelo said the win reunited the agency with Spencer.

“Being appointed to work with H&R Block and being re-united with Melinda Spencer is an exciting time for the agency,” Rebelo said.

“When Melinda was with OPSM we created the award-winning ‘Penny the Pirate’ campaign together so she knows how to get the best ideas out of us! We’re looking forward to another successful partnership.”

Study Group Australia names new media agency

Study GroupStarcom Sydney has won the media account for Study Group Australia, capitalising on a relationship with the brand in Brisbane where the agency had worked on some of its sub-brands.

The group is involved in education, recruiting, teaching and preparing students for success, working with a range of educational institutions around the world and will work with Starcom on six proprietary brands within the group.

The Study Group director of marketing, vocational education, Danika Houghton, said the company was looking for a new strategic approach.

“The pitch response from Starcom highlighted the alignment in strategic thinking and ambition of our two organisations and we are looking forward to seeing this synergy come to life and deliver amazing results,” Houghton said.

Australian Information Industry Association names PR agency

AIIAContent specialists Filtered Media has been named as the PR agency for the Australian Information Industry Association.

The association represents companies working in the digital space.

Suzanne Roche, general manager of policy and advocacy at AIIA, said the move would allow the association to broaden its message.

“Filtered Media will play a key role in fulfilling our mission to support and advocate for Australian businesses that operate in the digital sphere,” Roche said.

Filtered Media PR director, Claire Laffan, said that the agency already has a strong pedigree, working with companies in the technology and digital sector.

Recognition PR wins Synnex

SynnexSynnex Technology International, the largest IT distribution company in the Asia Pacific region, has appointed Recognition PR as its agency in Australia.

The company, which distributes branded computers, IT devices, telecom products, servers, components, peripherals, imaging and printing, consumables, networking, storage, software, enterprise solutions, volume licensing and cloud services, said PR will be a core part of its strategy.

Shazreen Saiyad, Synnex marketing specialist, said the move was part of its future strategy.

“The affiliation is in line with our strategy to deliver digital marketing solutions through public relations. Provisioning Recognition PR couldn’t have come at a better time with the growing vendor portfolio signing for Synnex representation,” Saiyad said.

Recognition PR clients include Red Hat, Palo Alto Networks and CenturyLink.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.