Whybin TBWA Sydney scores Gatorade creative

By David Blight | 10 January 2013
Whybin TBWA Sydney chief executive Paul Bradbury.

EXCLUSIVE: Gatorade has moved its creative account from DDB Sydney into Whybin TBWA Sydney, as it brings the business in line with its global creative arrangements.

TBWA is already Gatorade's global agency, so the move will see the Australian creative partnership shift to align with the company's global position.

Pepsico Beverages marketing director Kim McConnie said: “TBWA is the global Gatorade agency so it will be exciting to bring Australia in step with our global business.

“We look forward to a new era on Gatorade and our partnership with Whybin TBWA Sydney.”

Whybin TBWA Sydney chief executive Paul Bradbury said: “Gatorade is a legendary brand with a very relevant story to tell. We are very excited and honoured to be able to continue that story.”

Globally, TBWA has already led renowned Gatorade campaigns, including 'Replay'.

DDB Australia chief executive Chris Brown said: “Global realignments are part and parcel of multinational businesses.  We’ve had a great relationship with Gatorade over the years and wish Kim and the team all the best moving forward.”

The appointment is effective immediately.

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