M&C Saatchi parts ways with Bega Group

By Ruby Derrick & Ashley Regan | 12 March 2024

M&C Saatchi and diversified food and drinks company Bega Group have stopped working together, AdNews can reveal. 

The creative agency secured the creative account for Bega's Australian milk based beverage brand Dare Iced Coffee in November last year. 

Now indie creative agency Thinkerbell has picked up the account, AdNews can confirm.

In 2018, one of the world’s longest agency-client relationships came to an end as Thinkerbell grabbed the creative account for Vegemite after a 74 year relationship with incumbent J Walter Thomson.

In November, Bega Group GM of brand marketing & innovation Matt Gray said the company was excited to partner with M&C Saatchi and welcomed it into its agency village.

"M&C Saatchi demonstrated a bold mindset with forward-thinking that will continue building Dare’s growth vision and cut through the mental clutter," Gray told AdNews.

Steve Coll became M&C Saatchi's chief creative officer in November, replacing Cam Blackley who departed the agency after six years.

Starcom Australia, for 18 years, has handled Bega Group's media account.

Bega Group's revenue is up 3% to the half-year ended 24 December 2023.

Thinkerbell, M&C Saatchi and Bega Group had no comment. 

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus