Spark Foundry continues winning streak with latest media account appointment

Josh McDonnell
By Josh McDonnell | 4 July 2019

American toy manufacturer MGA Entertainment Australia has appointed Spark Foundry to its media account, following the company's launch into the Australian market.

Effective immediately, Spark’s Sydney office will lead the media strategy, planning and buying for MGA Entertainment Australia.

Founded in 1979, MGA Entertainment is known for globally recognised brands across a wide variety of consumer product categories.

“We are delighted to partner with Spark Foundry to bring our communications objectives to life across the girls, boys and pre-school categories," MGA Entertainment Australia managing director Sapienza Salerno says.

“With the agency’s intimate knowledge of the Australian media landscape, coupled with the backing of the broader Publicis Groupe offering, Spark is the perfect partner to for us hit the ground running in our first year of trading as a subsidiary of MGA Entertainment.”

MGA Entertainment, the world’s largest private toy company, has a portfolio of brands such as L.O.L. Surprise!, Little Tikes, Poopsie Slime Surprise!, VIRO Rides, The Hangrees and Zapf Creation, which are available at major retail outlets.

“It’s an exciting opportunity to be able to work on popular toy brands that have already enjoyed significant global success. We look forward to driving targeted customer engagement to this fun category," Spark Foundry Sydney GM Lauren Small says.

The appointment to the MGA account marks the third win for Spark in only two months, with the agency building momentum post-Blue 449 merger, with the likes of paint giant PPG Industries and the Cancer Council NSW also being added to the portfolio.

Despite the wins, the agency continues to search for a new CEO, following the news that current agency boss Sue Squillace would be departing the business and joining Dentsu Aegis Network agency, Carat.


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