R/GA takes Red Bull creative account after pitch

red bull logoRed Bull has appointed creative agency R/GA to handle its creative account following a closed pitch between four agencies, with Droga5 and M&C Saatchi also understood to have competed for the business.

The move bolsters the Sydney office of US powerhouse digital agency R/GA which launched officially a year ago, after picking up special project work for Qantas in 2012, and later project work with Telstra.

Josh Rich, Red Bull Australia head of brand, told Mumbrella: “We’re excited by the appointment. These guys have pretty fresh thinking, they’re a very forward thinking strategic agency. With some pretty aggressive growth goals we have within our business we believe that they will be able to help us achieve those in the future.”

Previous to the appointment Kastner & Partners had handled the creative work on a global level, however a management buyout of the Sydney office saw the agency become O’Shea & O’Brien last February, handling work on a local level.

Red Bull is regarded as one of the most innovative brands in the market, with its business now as renowned for the slew of high-octane media stunts including the 2012 Stratos space jump, and high-profile sponsorships of a number of action sports, as it is for the energy drinks it sells.

“It was a closed pitch, we got a huge high standard of work. To be honest, we got a huge amount of interest from it as well, all the agencies, not only the ones that pitched but the ones who heard about it in the industry were super excited which for us is a bit of a compliment for the strength of the brand,” said Rich.

“You’ll start to see their campaigns within the next three months.”


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