Arnott's has ended its 70-year relationship with George Patterson Y&R and consolidated its biscuits brands into DDB Sydney.
The consolidation followed a review of Arnott's agency structure as the brand decided it would prefer to work with just one agency.
GPY&R had worked on the Wagon Wheels and Roadies brands. The agency won Australia's only Lion at Cannes in the Press category last year for a Wagon Wheels campaign.
Arnott's ANZ marketing director Susan Massasso said: “DDB has worked with Arnott's for the past five years and has been responsible for developing a range of original and creative brand experiences for our consumers, including the recent Truly Madly Tim Tam Orchard in Martin Place, Sydney.
“We're confident DDB has the structural capability, along with the quality of thinking, to best support the Arnott's business moving forward.
“We're grateful for everything GPY&R has done for our business and our brands. They have produced some very successful campaigns for Arnott's over the years and we have enormous respect for their people and their work.”
DDB Sydney group managing director Chris Brown said: “We're thrilled to have been appointed as the principal agency by such an iconic Australian brand. It's a fantastic endorsement of the quality of our creative and strategic output, passion for the Arnott's business and ability to seamlessly deliver integrated and socially creative campaigns.”
DDB Sydney managing director, strategy and innovation Leif Stromnes added: “Our relationship with Arnott's has gone from strength to strength over recent years and we're excited to be partnering with Susan and the rest of the team to deliver even greater successes in the future.”
The review did not affect Arnott's Campbell's division, which works with Clemenger BBDO Sydney.
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