Pitch Wrap: Mindshare, Thinkerbell, The Works

Paige Murphy
By Paige Murphy | 4 April 2019
The Smith Family

It’s hard to keep track of the account wins and losses across the industry. To help you keep on top of who has what, here’s a wrap of the pitches from the week.

Red Bull
Mindshare Sydney has been appointed to handle the main media account for Red Bull in Australia following a competitive pitch. AdNews understands the account is worth close to $6 million and was previously held by Dentsu-owned agency Vizeum. The agency will take on strategy, planning and buying for the brand, across all channels. The account will be led by Mindshare client lead Martin Newman. 

The agency's UK counterpart also won the account for the region earlier this year, after the brand announced it would be reviewing its media in December 2018. “It’s hard not to be excited about working with Red Bull. It is such an iconic brand that looks to use media in a unique way to drive integration into popular culture," Mindshare Australasia CEO Katie Rigg-Smith says.

Victoria Police
Victoria Police has appointed Thinkerbell to work in partnership with it on a creative campaign for the Police Assistance Line and Online Reporting, following an extensive competitive pitch. Managing partner Margie Reid says it’s honoured to be working on a project, which gives the public a way to report non-urgent crimes and events to police at anytime and from anywhere.

“Like with all of our clients, we’re excited to bring our mixture of marketing science and hardcore creativity to the fore,” Reid says. The appointment is immediate.

The Smith Family
National children's charity The Smith Family has appointed The Works as its lead creative agency to deliver its its five year growth and innovation strategy. As part of the appointment, The Works now oversees creative strategy, creative and direct response for multiple campaigns. Together with RXP Group, it will operate alongside The Smith Family’s other agency partners including PHD, Delany Advertising and Flourish. It has already created the ‘Back to School’ appeal which is currently running across TV, radio and out of home.

The Smith Family head of marketing Lisa Allan says the agency stood out for its enthusiasm and ideas.

Gourmet Garden
Packaged fresh herbs and spices brand Gourmet Garden has awarded the brand strategy and creative work for its 2019 campaign to Channel T. Gourmet Garden head of marketing Megan Brabant says the agency’s strategic and creative thinking impressed the brand.

"Channel T helped us re-define our brand positioning while developing an insight lead communications framework, which allowed us to talk at total brand level rather than at product format level, as previously," Brabant says.

Channel T managing director Paul Rhodes says he’s confident the new creative work will "unlock growth for the brand". The campaign will roll out nationally across multiple channels including TV. 

Marketing agency King Creative Media has won the account for financial advisory Pekada. The agency is now responsible for reintroducing the brand to the market with a new campaign aimed at helping individuals get the most out of their “hard earned pennies”.

The ‘Don’t Die Poor’ campaign has been designed to speak to working Australians aged in their 40s to 50s who are all too familiar with the stresses associated with financial decision-making.

“We want to shock people into thinking about their life and their finances and see how these can be improved with the help of Pekada, ultimately giving them the life they really want,” King Creative director Amber King says. 

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