Credit: Ian Stauffer via Unsplash
AdNews wraps up the biggest pitch news and wins from the fortnight.
Frozen food company McCain is pitching for a creative agency, AdNews confirmed.
The original account went to pitch in January 2025, but was put on hold in June 2025.
McCain Foods director of sustainability, risk and corporate affairs ANZ Mark Roberts confirmed with AdNews the brand is back in the market.
When asked about the hold back in June 2025, he said, "we're looking at our priorities for FY26."
Cummins&Partners has held the creative spot since 2017, while PHD Australia remains McCain's media agency since its appointment in February 2024.
Thompson Spencer wins Honda NZ creative account
Honda New Zealand has appointed full-service creative and media agency, Thompson Spencer, following a competitive process among existing agency partners.
The remit spans creative development and production, supporting Honda’s brand and retail activity.
“Honda is a legendary brand, and we’re proud of the thinking and work we’ve created together over the past year,” said Thompson Spencer group CEO, Melanie Spencer.
“From ‘The Perfect Union’ to ‘The Power of Dreams’, this partnership allows us to continue building strong, creative platforms that connect with Honda customers.”
Sydney Olympic Park seeks OOH operator
Sydney Olympic Park Authority is seeking an out-of-home operator to run and manage seven roadside advertising billboards along the M4 Motorway and key Sydney arterials, AdNews can reveal.
The portfolio covers the M4, Australia Avenue and Homebush Bay Drive, corridors feeding into a precinct that draws 12 million visitors a year across more than 5,000 events.
The panels have been running advertising since 1984.
The winning operator takes a seven-year term from July 1 this year to June 30, 2033, with a three-year extension option to June 30, 2036.
The fee model combines a guaranteed minimum annual rent per sign, escalating at 3% each year, with a revenue share off total gross advertising sales, paid within 30 days of each fee year's end where sales exceed the minimum.
The Iconic going to pitch and dentsu is out
The Iconic is pitching its creative account.
Dentsu, which has held the business for four years, has decided not to contest the pitch.
Dentsu developed its ‘Got You Looking’ master brand platform in 2024, alongside The Iconic CMO Joanna Robinson and former director of brand growth Georgia Thomas.
“It only feels like yesterday we were in a room with Jo, Georgia and the team workshopping the original ‘Got You Looking’ idea and positioning,” said David Halter, Dentsu Creative chief practice officer.
“We’re incredibly proud of what we achieved together over the past four years and the role the platform played in helping re-establish The Iconic in culture and consideration.”
Orange Line wins Ashley & Martin pitch
Hair loss treatment provider Ashley & Martin has appointed digital marketing agency Orange Line to lead its SEO, outreach and AI visibility program across Australia and New Zealand, following a competitive pitch.
The remit covers technical SEO, content and category page optimisation, local SEO, link building, journalistic outreach and large language model (LLM) optimisation across both markets.
Orange Line founder David Klein said the brief goes beyond surface-level work.
"The data on Ashley & Martin is genuinely compelling, a brand that's been operating since 1964, a domain that's gaining market share, and a search landscape that's shifting faster than most teams can keep up with," Klein said.
Orchard wins Precision Group pitch
Private investment company Precision Group has appointed connected experience agency Orchard to lead the digital transformation of its retail and commercial property portfolio, following a competitive pitch.
Orchard will lead digital customer experience strategy, website development and ongoing platform support across Precision Group’s portfolio.
"As we continue to evolve our digital ecosystem and how we engage customers, tenants and partners, it was important to partner with a team that could combine strategic thinking with practical delivery to support more effective marketing, stronger tenant engagement and better customer experiences,” said Precision Group CTO Roger Hatem.
“Orchard stood out for the clarity of its vision and the way the team translated that into a practical roadmap for our business.”
Orphan wins Maurice Blackburn creative pitch
Maurice Blackburn Lawyers has appointed independent creative agency Orphan creative partner.
The competitive pitch process was managed by Dan Johns at Tumbleturn Marketing Advisory.
Maurice Blackburn CEO, Jacob Varghese, said the appointment reflects the firm’s commitment to connecting with Australians who need trusted legal support.
“Maurice Blackburn has a long history of standing up for everyday Australians and helping people access justice when it matters most,” Varghese said.
“Orphan demonstrated a strong understanding of our brand and our purpose, and we’re looking forward to working together.”
303 wins Australia’s Biggest Morning Tea pitch
Cancer Council has appointed fully integrated agency 303 to develop a digital-first platform for its annual fundraising event - Australia’s Biggest Morning Tea, following a competitive pitch.
Effective immediately, 303 will utilise its proven strategic, creative and design capabilities to create a refreshed brand platform and assets that are fit-for-platform, forming a broad communications framework that will be rolled out across multiple channels in the coming years.
303 Perth chief strategy officer Matt Oakley said the work was particularly focussed on “creating a refreshed creative platform that achieves cut-through and strong conversion to register for, and host fundraising events.”
JCDecaux wins Burwood and Ku-ring-gai council tenders
JCDecaux has secured out-of-home advertising contracts with Burwood Council and Ku-ring-gai Council in Sydney.
The contracts will cover Burwood’s growing after-dark precinct and Ku-ring-gai’s North Shore town centres.
JCDecaux renewed its advertising partnership with Burwood Council for a 10-year term.
The renewal includes a digitised upgrade to the Small Format network and the introduction of a new digital Large Format site in the Burwood CBD.
The renewal comes as Burwood progresses its After Dark Strategy, with the Central Sydney suburb designated a Special Entertainment Precinct under the NSW Government’s 24-Hour Economy strategy.
JCDecaux has also been secured the Small Format advertising contract with Ku-ring-gai Council, extending the network across North Shore town centres including Lindfield, Gordon and Turramurra.
Ku-ring-gai's community is expected to grow significantly over the next 15 years, strengthening the LGA's $8.5 billion economy.
Orange Line wins Blueberry account
Consulting-led digital marketing agency Orange Line has been appointed by global retail forex and CFD broker Blueberry to lead its SEO, authority building and visibility strategy following a competitive pitch.
The remit includes an LLM optimisation framework to ensure Blueberry surfaces in AI Overviews and generative search experiences as they reshape how traders discover financial platforms.
David Einstein, co-founder of Orange Line, said Blueberry had genuine authority and product depth but a structural SEO gap had opened up limiting visibility and new customer acquisition.
"Our role is to close that gap systematically: fixing the technical foundations, building content that earns rankings and trust, and ensuring Blueberry is present wherever traders are searching, whether that's Google or an AI assistant," he said.
Independent creative agency It's Friday has been appointed creative agency of record for Zeekr Australia following a competitive pitch.
As part of the appointment, It's Friday has developed a new brand platform for the premium electric vehicle company, Settle No More, which will underpin brand, product and retail communications across integrated campaigns, content, experience, activation and digital activity.
Zeekr's flagship model, the Zeekr 7X, has won the 2026 Drive Car of the Year for best medium SUV under $60,000, CarsGuide's best medium SUV under $60k and a gold award for best-value luxury EV at the 2026 Money Magazine Best of the Best Awards.
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