R/GA hired by Jimmy Brings to develop new brand platform and summer campaign

R/GA has been hired by alcohol delivery service, Jimmy Brings, to create its summer campaign, following a competitive pitch involving four agencies.

Jimmy Brings’ recent campaigns have been created by Paper Moose. Mumbrella understands R/GA’s appointment will not affect the possibility of future projects being undertaken by Paper Moose.

Paper Moose delivered Jimmy Brings’ campaign with Sophie Monk and its most recent ads the tapped into 90s nostalgia.

R/GA will be developing a new brand platform for Jimmy Brings with the intention of driving the brand’s growth over the summer. It will be executed across the delivery service’s entire customer experience.

Jamie Gagliardi, Jimmy Brings head of marketing, said the campaign comes off the back of its growing customer base throughout the pandemic.

“Over the last few years, we’ve continuously proven ourselves to be a disruptor in the liquor industry. People more than ever are shifting their purchasing behaviour and Jimmy Brings is in a unique position to cater for all drinking moments this Summer,” he said.

“We’ve been lucky enough to find R/GA, who shares the same ambition and will further elevate our brand towards the path of being the largest on-demand retailer.”

Michael Titshall, VP and managing director of R/GA Australia, said: “Jimmy Brings is a true disruptor that understands the dynamics to be successful in the new economy. We are thrilled to partner with them on this key moment of growth, especially at a time like this when changing customer behaviours towards e-commerce provide so many opportunities for progressive brands.

“Throughout the pitch process it was clear they were an ambitious team, intent on continuing to challenge the category; a journey we are pleased to join them on.”

Recently, R/GA’s former managing director, Jon Holloway, returned to the agency as its executive strategy director, and Kieran Anthill joined the agency as executive creative director.

Holloway and Anthill replaced Craig Brooks and Joel Pearson who left the agency together to start up creative shop Not Bad Pretty Good.

R/GA’s client list includes Nike, Google, Toyota and Slack.

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