Campbell Arnott's has dropped Clemenger's TKT Sydney and GroupM's Wavemaker in favour of Publicis Groupe as it moves its creative and media accounts to a holding group strategy across the APAC region.
Publicis Groupe is now the key agency across Asia Pacific for Campbell's, handling creative, media planning and buying, digital, public relations and shopper marketing.
It's one of the first major regional pitches Publicis has won under its 'Power of One' model, and will leverage capabilities across the group, rather than naming specific agency partners.
AdNews first reported the pitch back in December last year, with Omnicom, Publicis and WPP all competing for the account.
It's unclear what this means for TKT Sydney, an agency that was originally built out of Clemenger specifically to service the Campbell Arnott's client in 2015. It now also works for brands such as V Energy.
The appointment marks the end of the global relationship between BBDO and Campbell, which dates back to 1954.
GroupM's Wavemaker, formerly MEC and Maxus, was the incumbent media agency, winning the account globally in 1999.
The appointment of Publicis as the sole holding agency across Campbell Arnott’s APAC roster reflects the brand's "ongoing efforts to modernize its marketing model and integrate communications across disciplines," according to a statement.
Publicis CEO Michael Rebelo says: “We’re proud to be given such a strong vote of confidence by such an iconic company such as Campbell Arnott’s in our Power of One philosophy and platform. We’re looking forward to seamlessly assembling our talent from across all of our marketing transformation disciplines to help Campbells Arnott’s in their ambitious mission across APAC.”
Campbell Arnott's APAC VP of marketing David McNeil says the new structure will create "multiple efficiencies".
“We’re excited to partner with Publicis to help us take the next step toward building APAC’s most innovative and truly integrated agency model.
"In today’s fast paced, highly connected environment, having all our consumer conversations housed under one roof will ensure we receive seamless, integrated solutions that bring valuable, tangible commercial benefits to the organisation.
“Over the past three years, we have revolutionised our approach to creative marketing by taking several steps towards a comprehensive agency roster. A consolidated partnership with Publicis will deliver multiple efficiencies and maximise our communications channels to increase engagement amongst current consumers whilst recruiting new brand advocates.”
Publicis Groupe APAC CEO Loris Nold says the agency is "thrilled" to be part of the brand's future.
“Publicis is extremely excited to be joining Campbell Arnott’s as their holding agency partner, both here in APAC and in North America. For a long time, we have believed in our model to deliver integrated communications solutions, tailored to individual regions, housed under one roof. The Campbell Arnott’s brands in APAC are powerful, unique brands full of equity and heritage."
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