Poem wins social pitch for McCain masterbrand
McCain Australia and New Zealand has appointed earned creative agency Poem as its social media agency partner for its masterbrand portfolio.
Poem’s will develop and execute the brand’s social media strategies, taking care of McCain’s social media channels, product-specific campaigns, and more generalised brand content.
The agency will draw on its experience with social-first campaigns — including the award-winning Uber Carshare campaign, featuring ex-Formula 1 driver Valtteri Bottas.
“We’re thrilled to partner with McCain, an iconic brand that resonates with so many Aussies and Kiwis,” Katie Raleigh, Poem’s managing director, said in a media release on Wednesday.
“Social media has evolved dramatically, and today, creating ‘social-first’ content that earns attention is paramount.”
Alex Watts, executive director of social and strategy, said in the release that McCain’s pitch brief was “refreshing, honest, and a big challenge”.
He said: “We were delighted when it came across our table, and even more delighted to start this partnership. We’ve got something special cooking with the team and can’t wait to get it into the world.”
McCain Foods Australia’s media, social, and PR marketing manager, George Woodcock, said in the release that the brand was impressed by Poem’s strategic thinking, creative approach, and ambitious attitude.
“We believe that Poem’s understanding of the evolving social media landscape and their ability to create engaging earned-first content makes them the perfect partner to help us connect with our audiences in new and exciting ways.”
The appointment is effective immediately – Poem has already begun developing McCain’s social media strategy.
Poem has just launched a culture-led B2B offering, in partnership with corporate reputation firm Phronesis, called Poem Resonate.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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