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AdNews wraps up the latest pitch news and wins.
Publicis replaces WPP as PayPal's global media agency
The Publicis Groupe has won PayPal’s global media account after a competitive multi‑agency pitch.
The appointment sees the agency bolster its international portfolio, which already includes recent victories with Mars, Coca-Cola (North America), LinkedIn, and Paramount.
The appointment follows PayPal’s expansion into advertising, with the launch of its PayPal Ads platform in late 2024.
Howatson+Company wins Vodaphone
Vodafone has named Howatson+Company as its creative agency of record, following a competitive pitch managed by Trinity P3 and TPG Telecom’s procurement team.
TPG Telecom chief marketing officer Bec Darley said Howatson+Company stood out with its pitch.
It was also announced in June that incumbent, Saatchi & Saatchi, had chosen not to re-pitch.
Clemenger wins COLORBOND pitch
BlueScope Australia has appointed Clemenger BBDO its new strategic and creative agency for COLORBOND® steel, following a competitive pitch managed by Trinity P3, AdNews revealed.
Clemenger will oversee the brand’s integrated marketing, creative and strategy in the lead-up to a major 2026 campaign.
The agency was selected for its demonstrated understanding of the COLORBOND® steel brand and a proposal that combined strategic thinking, research-backed creative and an operational model built for impact in a fast-moving landscape.
EssenceMediacom takes back Australian Retirement Trust account
EssenceMediacom Brisbane has been reappointed media agency of record for Australian Retirement Trust (ART), the country’s second-largest super fund, managing more than $330 billion for 2.4 million members.
The account returns to EssenceMediacom following a competitive pitch, with the agency previously holding the business until 2022.
The brief includes full media strategy, planning and implementation.
Mindshare and Kaimera have been appointed the new media agencies for MG Motor Australia after at least one incumbent opted not to re-pitch.
Mindshare will be managing media strategy and buying for MG’s traditional internal combustion engine vehicles, AdNews confirmed.
Kaimera will focus on the electric vehicle portfolio for the brand owned by SAIC Motor, a Chinese state-owned carmaker based in Shanghai.
Mindshare and Kaimera take the account from a trio of independent incumbents: JOY; Nunn Media; and Thump Media.
Brand experience and innovation company Akcelo has been appointed agency of record by Anytime Fitness Australia.
Akcelo will drive marketing transformation across brand, lead generation, customer experience, digital, social and CRM.
The partnership began with the Anytime Fitness's RUOK? fundraising event, Tread As One.
Akcelo developed Tread Mates, a brand-owned podcast featuring guests including Turia Pitt, Osher Günsberg and Troy Sachs who opened up about their own mental health journeys.
Five by Five wins Surf Lifesaving
Five by Five Global has been appointed Surf Life Saving Australia’s (SLSA) creative and brand activation agency of record, following a competitive pitch.
The appointment will see Five by Five partner with SLSA on a national launch campaign in 2026 aimed at bringing Australians together to celebrate and support the surf lifesaving community.
This win comes as the agency in Australia approaches 12 months under managing director Mark Anderson.
Media strategy and buying will continue to be managed by incumbent partner, Love Media.
MAXMEDIALAB wins Paspaley account
MAXMEDIALAB has been appointed media agency for Paspaley, the Australian luxury brand and global producer of South Sea pearls.
The agency will manage Paspaley’s above-the-line media strategy and execution, including publisher partnerships, online, outdoor and print advertising.
The remit supports the brand’s next phase of growth and positioning.
The agency will work with Paspaley to develop a media strategy that balances brand heritage with engagement of new and existing high-end audiences.
Magic lands El Jannah and Zamels accounts
Magic has secured two new clients, fast food chain El Jannah and national jeweller Zamels, following extensive reviews of both companies’ digital advertising performance.
The independent media agency will oversee paid social media for El Jannah and take on all paid digital media for Zamels.
The appointments follow detailed audits conducted by the agency, examining the effectiveness of each brand’s digital channels, return on advertising spend (ROAS), and overall media efficiency.
Magic CEO Shahram Ghaffurian said the agency had already begun implementation and was seeing early results.
This Is Flow wins Southern Cross Travel Insurance media account
Southern Cross Travel Insurance (SCTI) has finalised its agency line-up across Australia and New Zealand following a competitive media pitch, appointing three Sydney-based agencies to support its growth strategy.
Independent media agency This Is Flow has been awarded the media account across both markets. The agency will handle all planning and buying activity, spanning traditional and performance channels.
Creative duties in Australia go to Quantum Jump Sydney, which will lead data-driven creative, CRM and loyalty initiatives.
Sedgwick Communications has retained the Australian PR account, continuing its long-term relationship with SCTI.
Half Dome has been appointed media agency for international gifting platform Moonpig, following a competitive pitch.
The independent agency will handle strategic planning and media activation across Australia, supporting Moonpig’s local market expansion.
Launched in 2000, Moonpig is a UK-based ecommerce brand offering personalised greeting cards, gifts, flowers and digital experiences.
The business operates in several international markets, including the Netherlands, Ireland and the US, and last financial year fulfilled 35 million personalised orders globally.
JOY wins Picklebet media pitch
JOY has been appointed by Picklebet to lead its media strategy and execution, following a competitive pitch process.
The appointment will see the independent work closely with Picklebet and its creative agency partner to amplify the brand’s positioning across non-traditional media channels.
Head of user acquisition at Picklebet, Dan Wilkinson, said JOY emerged as the standout agency during the pitch.
JOY partner Matt Keegan said the agency was drawn to Picklebet’s ambition and appetite for creativity.
Slingshot wins Wicked Sister account
Wicked Sister has appointed independent agency Slingshot to handle its media strategy, planning and buying across all Australian channels.
The appointment includes the dessert brand’s core media activity and upcoming partnership campaigns, with Slingshot tasked with driving growth and embedding the brand into cultural conversation.
Slingshot’s remit includes delivering ‘maximum impact through precision, performance, and a deep understanding of consumer behaviour’.
The first campaign is expected to roll out within the next 12 months.
Re, part of M+C Saatchi Consulting, has been selected by BaptistCare to develop and roll out its new national brand following a competitive pitch.
This follows the March 2025 unification of BaptistCare (NSW, ACT, WA), Baptcare (VIC, TAS, SA), and Baptist Care SA into a single national provider of integrated care and services.
Re’s remit spans research, brand strategy, positioning, EVP, identity design, and launch. This includes developing a clear brand architecture, refreshed organisational values, a compelling narrative and tone of voice and a full suite of brand assets to support a smooth national rollout.
Ryvalmedia wins John Cotton Australia account
Ryvalmedia has secured the full media account for John Cotton Australia following a competitive pitch.
The remit covers media strategy, planning and buying across all digital and traditional channels. The partnership began in March, with the first campaign now in market.
John Cotton Australia manufactures bedding products under brands including Tontine, Doona, Gainsborough, Snuggledown, Crestell and Luxury Bedding Company. More than 80% of Tontine products are made locally.
Ryvalmedia managing director Joseph Pardillo praised his team for securing the account.
DO. has been appointed as FMCG brand Primo Foods creative agency of record after a competitive pitch.
This new partnership comes after a period of growth for the agency, with six new offices across Asia in Singapore, Japan, the Philippines, Thailand, Vietnam, and Malaysia as well as the upcoming launch of their London office.
“We’re incredibly excited to be working with Primo, an iconic Australian business with some incredible brands, led by a brilliant bunch of marketers,” said DO. Partner and managing director Paul Coles.
“We can’t wait to partner with Susanna and the team, to continue to develop, build and grow their brands”.
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