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