Credit: Ben Moreland via Unsplash.
Australian poultry business and the company behind Lilydale Free Range and Steggles, Baiada, has appointed Omnicom Oceania, following a competitive pitch process.
The partnership, anchored by Clemenger BBDO and Hearts & Science, brings together capabilities including strategy, media, creative, CX, shopper marketing, earned, MarTech and measurement.
The announcement marks the first Australian client partnership launched under the Omnicom Oceania banner.
Baiada previously worked with creative agency M+C Saatchi and Havas Worldwide.
Yash Gandhi, Baiada head of marketing, said the business was looking for a partner model that could bring together broader capability while remaining agile and closely connected to the business.
“As our business continues to evolve, we were looking for a partner that could bring together a breadth of expertise, strategic thinking and creativity in a more connected way,” said Gandhi.
“What stood out throughout the process was the strength of the collaboration across the Omnicom Oceania team, as well as the ability to access specialist capabilities from across the network through a single, integrated team. It felt less like an agency model and more like an extension of our marketing team.
“While it’s still early days, we’ve been encouraged by the partnership so far and are excited about what lies ahead. We have some exciting work already in development and look forward to bringing it to market as we continue to drive growth and deepen our connection with consumers.”
Omnicom Oceania CEO Nick Garrett said the partnership reflected the increasing demand from brands for more connected and flexible agency models.
“We’re excited to be partnering with Baiada at such an important time for the business and its brands,” Garrett said.
“This partnership reflects exactly what Omnicom Oceania has been built to do, bringing together the right talent, capabilities and expertise from across our network around a shared client ambition.
“We're also genuinely excited about the opportunity to partner with Yash and his team. Yash is highly respected across the industry and brings a clear ambition for the future of the brands.
“To help bring that ambition to life is a privilege, and we're looking forward to building a strong partnership together.”
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