Amy Carr. Credit: Yango
SMEG has appointed independent media agency Yango as its media strategy, planning and buying partner, following a pitch process.
Yango will take on SMEG's media responsibilities across the Australian market, covering paid media strategy, channel planning and buying.
The agency's brief includes driving brand growth and connecting SMEG with premium audiences in a competitive retail market.
Amy Carr, managing director at Yango, said the appointment reflected the agency's ability to help premium brands scale.
"Winning this account speaks directly to our ability to help premium brands navigate, scale and succeed in today's dynamic market," Carr said.
Francesca Cissell, head of marketing at SMEG, said the appliance brand needed a partner that understood its premium positioning and could turn that into data-led media solutions.
"We're not just appointing an agency, we're building an agency village where our partners are a genuine extension of our team, and Yango is a significant part of that," she said.
Work on the account has started, with Yango developing SMEG's media campaigns for the second half of the year.
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