The Salvation Army appoints Thinkerbell as full service agency

Independent agency, Thinkerbell has won The Salvation Army Australia as a full-service client, following a competitive pitch facilitated by Trinity P3.

Thinkerbell CEO, Margie Reid, confirmed the appointment that will see the agency take on creative, media and PR duties for the charity. The appointment is effective immediately.

Reid said: “The Salvation Army is and has been a cornerstone of supporting the most vulnerable in Australia. The team at Thinkerbell are honoured in playing a part in ensuring their brand, communications, media and of course fundraising continues into the future. We’re pleased The Salvation Army saw value in having a joined-up creative, media and earned model, as we too believe it will drive more creative and effective results, or as we like to say ‘measured magic’. ” 

National secretary for communications at The Salvation Army, Lt-Col. Neil Venables said: “As you could imagine, choosing the right partner for us was as much about getting the right cultural fit than it was anything else. In Thinkerbell we see a partner who both understands our organisation, but won’t be afraid to challenge and provoke as well.” 

Thinkerbell CEO, Margie Reid

The Salvation Army, or the Salvos as it is often referred to, said that it helps nearly 200,000 of Australia’s most vulnerable in society every year through social programs, and also provides a range of services including aged care and housing. Moving forward there will be a focus on building “the brand for the future”, and fostering engagement across all areas of the organisation.

Salvos joins Thinkerbell’s roster shortly after the agency was appointed by Lion as the alcohol brand’s sole creative agency at the end of August. The Lion roster which includes XXXX, Tooheys, Hahn, James Squire and now Stone & Wood after the independent brewer’s owner, Fermentum Group, was acquired by Lion this month.

Lion’s Beer and Cider Portfolio

Thinkerbell has had a relationship with the alcohol brand since 2019 when the agency was added to Lion’s creative agency roster along with 72 and Sunny and Host/Havas.

Last month, after taking home creative, full service and PR agency of the year at the 2021 Mumbrella Awards, Reid, along with founder Adam Ferrier appeared on the Mumbrellacast, where the pair spoke about the full-service model, which the agency will be offering to Salvos, as well as the benefits of being independent, the “friends with benefits” relationship with PwC and more.


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