Schweppes Australia pitches creative, claiming retainer model is not producing results

SchweppesSchweppes Australia is reviewing its creative agency arrangements, putting incumbent GPY&R Melbourne on alert, as the beverage company looks to appoint a mix of agencies to its roster in an effort to drive better results from its creative, Mumbrella can reveal.

Troy McKinna, Schweppes Australia’s general manager of marketing, confirmed the pitch telling Mumbrella the brand is re-evaluating not only the agencies it works with but how it works with them, saying its retainer model is not producing the right results.

The account includes such major brands as Schweppes, Cottee’s, Cool Ridge, Solo and Spring Valley and is one of GPY&R Melbourne’s largest clients.

“Schweppes Australia is embarking on an exciting journey to bring bigger creative ideas into our business and to that end we are currently reviewing who we work with and how we work with them,” McKinna said.

“It feels like the old retainer model is not producing the results we want so we are exploring a new approach to working with the best creative talent in Melbourne.  We can’t afford to stand still and are looking for a more disruptive approach to building big creative ideas.

“We’re pretty clear what the problem is but we’re not sure on what the solution is yet, so we’re kicking off a number of conversations with a range of creative agencies to explore what’s the right approach for us to take.”

The brand has also worked with Naked Melbourne and BMF Melbourne however due to the the changes in the business, with BMF folded into Naked, and managing director Tom Ward departing for rival Cummins & Partners, it is not involved in the review process.

“We’re also taking the chance to have a good hard look at ourselves and our role within the process of getting the best creative results and have just kicked off embedding an internal capability program to support the process,” added McKinna.

The pitch does not include media, with Carat continuing to handle  media requirements. It also does not encompass bel0w-the-line agencies.

BMF Melbourne were behind the relaunch of Cool Ridge, while GPY&R Melbourne were responsible for Schweppes’ stunt which saw a pub switch off its beer taps meaning customers had to switch to cocktails.

Miranda Ward


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