Independent creative shop The Monkey’s has won the creative account for Metcash's IGA supermarkets, beating out incumbent Creative Oasis.
The pitch for the account was revealed by AdNews last month and Metcash's general manager marketing for Food & Grocery, Madeleine Fitzpatrick, said: “The new relationship with The Monkeys as our lead advertising agency is a significant part of our transformation journey.
“As an independent, Australian agency we believe The Monkeys has a natural empathy for our network of independent retailers, as well as a sharing a determination to succeed in an increasingly competitive environment. This, coupled with their signature approach as provocative thinkers, will help elevate the IGA brand.” Fitzpatrick said.
Mark Green, CEO of The Monkeys added: “We are looking forward to working with the guys at Metcash and IGA. As an independent Australian business we felt a bond with the team immediately and the work we will create together will be fun and challenging.”
Fitzpatrick also thanked incumbent Creative Oasis who created the most recent work for the brand, featuring comedian Anh Do.
“I would like to recognise Creative Oasis for their work in helping to build the IGA brand, evident through the ‘How the locals like it’ campaign. The quality of this work was a significant step forward and helped provide a unified position for the IGA brand. Creative Oasis will continue to support other areas within the Metcash Food & Grocery business,” she said.
According to Nielsen IGA's estimated main media spend for Jan – Dec 2014 was $20.7 million.
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