Reconnected appointed as Playgro's global marketing agency

By AdNews | 25 September 2023

Australian toy manufacturer Playgro has appointed Reconnected as its global full-service marketing agency of record. 

The appointment will see Reconnected develop a comprehensive marketing strategy, brand evolution, sales strategy and TTL marketing programs for Playgro.

Michiko Evans, global product lead at Playgro, said as the institution moves into its next chapter, it's looking forward to significant geographical, retail, and product expansion.

"It's crucial to have a marketing partner that shares our vision. After meeting several agencies, Reconnected's commercial-first focus and connected service offering make them the ideal partner for this journey," said Evans.

Evans said the Playgro leadership team in early 2023 recognised the need to realign its marketing function to better integrate with sales, product, and finance in the global space.

"Reconnected's empirical-first, yet highly practical and commercial approach, is unique in the market and perfectly aligns with where we are heading," he said.

Jake Ford, founder and managing director of Reconnected, said for more than 30 years, Playgro has been a cornerstone in the baby toy industry, bringing laughter and fun to children in more than 100 countries.

"Our team invested significant time and effort to best understand Playgro's business holistically to ensure that the our marketing plans and brand will work for the entire business," said Ford.

"We co-built a mandate that what we create needs to work from the warehouse, to sales teams to retailers & consumers."

The partnership aims to align a transformed marketing program with Playgro's ambitious three-year horizon, which includes plans for significant geographical, retail, and product expansion.

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