Global food group Campbell Arnott’s has taken a knife to its Australian & NZ agency partnerships, dumping Y&R New Zealand and Clemenger/MEC Australia – and appointing Publicis Groupe as its key agency partner for Australia, New Zealand, Malaysia and Indonesia, across creative, media planning and buying, digital, public relations and shopper marketing.
David McNeil, Sydney-based vice-president of Campbell Arnott’s APAC marketing, told Aussie media: “Together With Clemenger and Y&R New Zealand, we have delivered many successful campaigns. We thank these agency partners for their outstanding commitment to building our brands in ANZ.”
This announcement echoes Campbell Soup Company’s simultaneous statement that Publicis Groupe has been appointed as the lead agency network for US and Canada, across creative, media planning and buying, digital, technology and consumer promotion business.
“The appointment of Publicis as the sole holding agency across Campbell Arnott’s APAC roster is driven by the demand for a channel-agnostic, regionally led approach, supported by a horizontal P&L,” McNeil said. “This simplified partnership builds on the integrated agency model implemented locally in 2015, ensuring Campbell Arnott’s continues to deliver world class marketing solutions.
“The release – widely distributed in Australia, but not in NZ – made no mention of any NZ companies being involved in the pitch.”
“Publicis Groupe, the third largest communications company in the world, will leverage its unique assets in creativity, media, public relations, data and technology to deliver high-level campaigns that will directly impact how Campbell Arnott’s brands engage with their consumers.
“Publicis will provide integrated experiences and through-the-line marketing to increase both relevancy and engagement with consumers throughout their purchasing journey.
“This leading model will allow Campbell Arnott’s to leverage Publicis’ entire suite of marketing services and increase agency accountability, whilst entrusting an agile, results-driven approach versus a more traditional marketing model,” McNeil said.
Publicis Groupe was awarded the Campbell Arnott’s APAC business following a three-month Request for Proposal process. A parallel pitch process was undertaken in North America.
But McNeil made no mention of any NZ companies – including the incumbent – being involved in the pitch.
The transition to the new model will begin immediately in all markets.
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