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AdNews wraps up the biggest pitch news and wins from the fortnight.
Mediahub wins Hasbro media account
Hasbro Toys & Games has appointed Mediahub its media agency of record across the Asia-Pacific region following an international review, AdNews revealed.
Mediahub takes on full-funnel media strategy, planning and buying across APAC markets through a centralised three-hub model led from Sydney.
The structure mirrors existing hub models used by the agency on global accounts including New Balance.
The remit covers Hasbro’s portfolio of brands such as Monopoly, Play-Doh, Beyblade and Hasbro Games including Connect 4, Jenga and Operation.
HCF, Australia’s largest not-for-profit private health fund, has appointed BMF its new lead creative agency, following a competitive pitch.
BMF will work closely with Spark Foundry, which manages media, and collaborate with other partners in HCF’s agency village to continue building the fund’s brand and communications strategy.
The appointment follows HCF’s departure from Clemenger BBDO, driven by consolidation within the Clemenger Group and a client conflict.
BMF was successful after a final round involving HCF’s executive leadership.
WPP Media, formerly GroupM, has taken the global account for Mastercard, in an important win for the media arm of the UK-based advertising group.
Dentsu’s Carat had held the account, with reported global media spend of $180 million, since 2014.
Insiders said the win includes WPP Media in Australia.
Mastercard said WPP’s powerful global reach and advanced AI and data capabilities, along with their connected approach across paid media, social engagement and business enablement, will help drive greater impact across the entire marketing ecosystem.
Havas Red wins Tourism Fiji pitch
Tourism Fiji has appointed Havas Red to lead its PR and influencer activities in Australia, following a competitive pitch process.
Following the appointment, Havas Red joins sister agencies Havas Host and Havas Media in Tourism Fiji's Australian agency list.
Havas Red CEO Shane Russell said the agency was proud to be appointed to a destination so loved already by Australians.
Australian travellers account for almost 50% of all visitor arrivals into Fiji, according to Tourism Fiji.
Co.gency takes Wodonga Council media account
Wodonga Council has appointed Co.gency to manage its media account following a competitive pitch, AdNews revealed.
The 12-month contract forms part of the council’s annual procurement process and covers the provision of media and advertising services across a range of council communications.
The remit includes the management of weekly print advertising, such as public notices, tenders, and event listings in The Border Mail from council-supplied artwork, as well as support for broader marketing campaigns as required.
The appointment marks a shift for the council, which previously managed communications in-house and worked directly with local media and community groups.
Kaimera wins Taylors Wines media account
Taylors Wines has appointed Kaimera to handle media strategy, planning and buying across all channels in Australia.
The appointment comes as the winery undertakes its first major rebrand in 50 years, introducing a new visual identity and brand platform aimed at attracting younger consumers.
Kaimera’s first work for the brand will roll out in the coming months.
The win adds to Kaimera’s food and beverage portfolio, which includes Nando’s and Spirits Platform.
Global tech brand ASUS has appointed Tonic The Agency creative partner of record in Australia, following a series of campaigns.
Tonic The Agency led the national launch of the Zenbook A14, delivering a fully integrated campaign across in-store, outdoor, digital and social.
The agency also developed the TikTok-native CoPilot campaign.
Tonic The Agency will now lead creative across digital, product and seasonal campaigns, in-store activations and brand communications.
ASUS said the decision reflects a broader focus on brand connection in the local market - and a need for creative partners who understand how to deliver it.
Droga5 ANZ wins University of Auckland account
Droga5 ANZ, part of Accenture Song, has been appointed creative and strategic partner for the University of Auckland, with the first campaigns already in development.
The partnership spans marketing strategy, creative development and brand storytelling across New Zealand and key international markets.
Droga5 ANZ chief strategy officer Stevie Weber said universities are where big ideas are born.
"The University of Auckland is full of people trying to change the world. Our job is to make sure UoA is the world's most influential university," she said.
University of Auckland associate director of marketing Sarah Kenny said the university wanted a partner who thought boldly about the future.
Bureau of Everything wins Amber Electric
Creative agency Bureau of Everything (BoE) has been appointed agency of record for energy provider Amber Electric.
Amber operates a model that gives customers access to the wholesale energy market and makes $0 from what customers use, instead charging a monthly subscription.
Creative founder Cam Blackley said the Amber team wanted to be disruptive with its marketing.
"The Amber team want to be as disruptive with their work as they are with their product, we couldn't be happier to partner with that kind of energy," he said.
Bureau of Everything will handle brand strategy, brand platform and campaigns, with some tactical work already live in South Australia. The work will be serviced from the agency's Darlinghurst office in Sydney.
Hybrid News wins CQUniveristy offshore account
CQUniversity has appointed Hybrid News Limited to handle its international media strategy, following a competitive pitch process, AdNews revealed.
As reported by AdNews earlier this month, the university was seeking a media agency partner to support its offshore marketing efforts, targeting prospective students across key international markets.
Hybrid News Limited will be responsible for offshore media planning and buying, with a remit to help drive student acquisition and increase brand visibility abroad.
Financial details of the appointment were not disclosed.
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