Property giant Stockland Residential has consolidated its national advertising account into Clemenger BBDO Sydney.
The company uses a variety of agencies across the country, and the centralisation means Sapient Nitro loses the business in Victoria and Queensland, The Property Agency misses out in New South Wales, and Grove & Groves in Western Australia.
“We would like to thank each of these agencies for their partnerships with Stockland Residential and the work they have done to build our brand – and those of our communities,” said Stockland Residential’s GM of sales, marketing and sustainable communities Ben Allen in a statement.
The review comes five months after the appointment of Rachel King as national consumer marketing manager, and just one month after The Australian reported a downgrading of earnings at Stockland, which is the country’s largest residential housing developer.
Allen added: “This represents a new era for the Stockland Residential brand. In Clemenger BBDO we have a partner who can drive national consistency and connect with consumers in a way that enhances our positioning and maximises sales growth.”
Clems Sydney boss Andy Pontin noted: “We can’t wait to get started on Stockland’s Residential business and I believe we are the perfect fit for the new national and community requirements. It’s a really exciting and dynamic category to be working in, and Stockland is a great brand to be partnered with.”
Sapient Nitro’s national MD Paul Bennett told Mumbrella that there would be “minimal redundancies” following the loss of the client, as new business coming into the agency would plug the gap.
The review has not impacted the advertising relationships of Stockland Commercial Retail, an account also held by Sapient Nitro.