Clemenger BBDO Melbourne has won the creative work for Mattel following a competitive pitch. JWT has previously done work with Mattel and continue to work with the business on other brands.
Mattel is one of the world's largest toy companies with well-known products Barbie, Hot Wheels and Fisher-Price being part of the masterbrand.
Clemenger BBDO has increasingly been working with Mattel in the Asia Pacific and North America regions, with now the Melbourne office securing a broader partnership globally.
Mattel marketing director Chedney Rogers says: “We are thrilled to expand our relationship with the talented and creative group at Clemenger BBDO Melbourne and together we look forward to inspiring the wonder of childhood through play”.
Earlier this year Mattel COO Richard Dickson admitted the brand had lost its way in the omnichannel universe, but was making strides to reinvent its business. AdNews understands the move in agency signals a shift in direction for Mattel brands.
Clemenger BBDO Melbourne CEO Nick Garrett: “Mattel is a brilliant business, with global reach and we are excited to get a chance to work with them. The broader emotional and strategic opportunity for Mattel is huge and if creativity can play a part in their desire to inspire and help childhood learning and development, then we would be very proud to assist them”.
A year ago this month Mattel reframed the Barbie brand in a new campaign targeting adults:
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