Tigerair moves creative from McCann to Hardhat

Budget airline Tigerair has awarded its brand strategy and creative services account to Hardhat following a competitive pitch process, Mumbrella can reveal.

The account previously sat with McCann Australia, which was responsible for the local implementation of Tigerair’s rebranding from Tiger Airways back in 2013.

Tigerair is now a subsidiary of the Virgin Australia Group 

Hardhat’s appointment solidifies its attempts to evolve from being just a digital agency, with the agency now responsible for Tigerair’s integrated marketing efforts including brand, creative and customer communications.

Tigerair Australia’s general manager of customer journey Hope Antzoulatos said the Hardhat team understood the brand’s desire to produce customer-centric, data-driven creative.

“Tigerair Australia is extremely excited to be working with the brilliant creative talent at Hardhat who have proven success in delivering truly customer-centric and data-driven creative,” she said.

“As a disruptor in the airline industry, innovation based on insights is at the core of our DNA, and as an extension of our team, Hardhat understands our passion for affordable travel and connecting people with genuine experiences.”

Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani, and now boasts 40 staff with clients including Bupa, Deakin University, Tennis Australia, and Lion Dairy and Drinks.

Monheit said: “We couldn’t be more thrilled. As an agency, we’re committed to building brands on behaviour. Tigerair, with its challenger brand mentality, sharp leadership and passionate team, gives us an incredible opportunity to do just that.”

Hardhat recently appointed AJF Partnership’s Glenn Dalton as its first executive creative director.

Tigerair’s media account sits with Group M’s Essence in Melbourne.


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