Independent creative communications agency Poem has been appointed social media agency for McCain’s Masterbrand portfolio in Australia and New Zealand.
The agency will be responsible for managing McCain’s social media channels, creating engaging content, and running product specific campaigns.
Poem has delivered highly successful social and content campaigns for a diverse portfolio of leading brands, including current clients PlayStation, Amazon, Nespresso, Uber and Salad Servers.
The agency’s recent social campaign for Uber Carshare with Valtteri Bottas was shared and talked about globally.
“We’re thrilled to partner with McCain, an iconic brand that resonates with so many Aussies and Kiwis,” said Katie Raleigh, Poem managing director.
“Social media has evolved dramatically, and today, creating ‘social-first’ content that earns attention is paramount.”
Alex Watts, Poem’s executive director of social and strategy, said McCain’s brief for the pitch was refreshing, honest, and a challenge.
"We were delighted when it came across our table, and even more delighted to start this partnership. We’ve got something special cooking with the team and can’t wait to get it into the world.”
The partnership comes at a time when brands are increasingly seeking innovative ways to cut through the noise on social media.
“We were impressed by Poem’s strategic thinking, creative approach, and ambitious attitude” said McCain Foods Australia’s Media, Social and PR Marketing Manager, George Woodcock.
“We believe that Poem’s understanding of the evolving social media landscape and their ability to create engaging earned-first content makes them the perfect partner to help us connect with our audiences in new and exciting ways.”
The appointment is effective immediately.
Poem has already begun working on developing a comprehensive social media strategy for McCain across Australia and New Zealand.
PHD was last year appointed media agency of record for McCain following a competitive pitch. The account, reported to be $10 million plus, is run out of PHD Melbourne’s office.
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