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Bega Extends Relationship with Thinkerbell

26/11/2018
Advertising Agency
Melbourne, Australia
31
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Consolidates all creative and media with agency
Today, Bega announce it has appointed Australian agency Thinkerbell as its media planning and buying agency, in a bid to streamline and consolidate all creative and media together.

In the New Year, Bega will unite all creative, strategy and media buying, meaning Thinkerbell will plan and purchase media for all Bega brands including Vegemite, Bega Peanut Butter, Picky Picky, Farmer's Table, and ZoOsh.

Bega marketing director Ben Hill says the change acknowledges the partnership Bega has been building with Thinkerbell over the course of the year, after being appointed the strategy and creative agency in March.

Says Hill: "Since launching the 'Tastes Like Australia' Vegemite campaign together this year, we have enjoyed growing both our businesses and business partnership.

"For us, it makes sense to have all our creative and media thinking under the one roof. We believe creative, strategy and media planning should work cohesively and be seamlessly integrated. It makes sense to have one partner and the results we have been achieving with Thinkerbell this year give us full confidence we have made the right decision."

Thinkerbell established itself 18 months ago has been successfully expanding its agency offering recently with media buying and PR.

Margie Reid, managing partner Thinkerbell, has been driving the expansion of the Thinkerbell offering. Having Bega extend the partnership into media buying, she believes is a great win and signals an industry change.

Says Reid: "Working with Bega has been brilliant. Strategically and creatively we've clicked and we're looking forward to extending the relationship into media planning and buying. We're honoured to be working with Bega Foods to continue building their powerful and much-loved Australian brands."

Media planning and buying has shifted to Thinkerbell after being with Carat for the last ten years under both Bega and Mondelēz ownership. Brand Communications and PR continues to be managed by J&CO Strategic.
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