iiNet hires BWM Sydney

By By Wenlei Ma | 17 September 2012

Australia's second largest internet service provider, iiNet, has appointed BWM Sydney as its creative agency, and will likely leverage the agency's previous experience on the BigPond account.

The agency, which recently saw its ownership team buy back 100% of the company from Enero, will focus on iiNet's digital and B2B arms of the brand. The WA-based ISP previously worked with Perth independent agency Meerkats. New campaign work from BWM is already in the works.

BWM was previously on Telstra's creative roster until mid-2011 after an eight-year partnership. The agency had worked on the telco's BigPond and NextG brands and created the iconic 'Rabbits' campaign.

iiNet chief marketing officer Wendy Walker said the agency will add a greater level of expertise to the business' marketing communications. “BWM's knowledge and capability in the ISP category combined with its digital and B2B understanding gives iiNet a distinct competitive advantage," she said.

BWM Sydney general manager Simon Hadfield said: “We're excited to be working with Wendy in the future development of the iiNet brand in such a fast-moving industry.”

BWM partners Rob Belgiovane, Paul Williams and Jamie Mackay recently bought back holding company Enero's (previously Photon) 51% stake. The agency is now likely Australia's largest independent creative agency.

iiNet's decision to move its creative business from the west coast follows other prominent WA brands which have moved their business to Sydney agencies. Bankwest and Tourism WA both have Host Sydney as its creative agency.

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