Australian dairy foods business Jalna has appointed Spinach to lead its media account, following the agencies appointment to its creative account in August last year.
The new arrangement will see the agency deliver its full-service offering to Jalna with the relationship being extended without a pitch.
The agencies remit will include all creative, media, digital and social duties for the brand going forward.
“Spinach has worked closely with our marketing team for the last seven months. We’ve seen first-hand how the agency’s focus on long and short-term thinking comes to life through their Concentric Thinking model," Jalna Dairy Foods GM Garry Mudford says.
"We’re excited to continue down this path and reap the benefits of the agency’s strategic full-service approach.”
Late last year, Spinach launched its first creative work for Jalna with a media spend of roughly $2 million.
The media, digital and social elements of the business are currently transitioning to Spinach from Jalna’s incumbent agencies.
“We’re delighted to be working with a fantastic brand and a very experienced team that recognises the incremental benefits delivered via a true full-service relationship," Spinach CEO Craig Flanders says.
The full-service trend has been on the rise over the last 12-months, with more 'traditional' creative agencies placing greater investment in being able to offer both creative and media capabilities.
The likes of Cummins&Partners, Thinkerbell, Ikon, 303 MullenLowe and CHE Proximity, have all ramped up their efforts to develop full-service offerings, alongside independent creative and media deals.
BCM agency partner Phil McDonald previously spoke to AdNews on the full-service debate and why larger holding groups would struggle to replicate the offering, compared to indies.
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