The L’Oreal Melbourne Fashion Festival (LMFF) has moved its account to GPY&R Melbourne following a competitive pitch process.
GPY&R takes over the account from incumbent agency Paper Stone Scissors and is charged with managing the festival’s creative, digital and media requirements.
Graeme Lewsey, Festival chief executive, said: “Through a rigorous and widespread agency tender process to match our aspirations, we are excited to appoint GPY&R. We are extremely impressed with the breadth and depth of talent at GPY&R, the agency’s immense creative credentials and its access to a global network. We’re looking forward to working with the team at GPY&R to fulfill our long term future strategic vision.”
“It is also important to note that we feel extremely privileged to have enjoyed a rewarding partnership with the incumbent agency Paper Stone Scissors and that agency has been instrumental in assisting the Festival brand grow to its current position.”
GPY&R takes over the account this month and will work to launch the Festival into “exciting new territories that will further develop the Festival’s digital reach and consumer interaction”.
The agency will focus on enhancing LMFF’s digital and social media frameworks and develop a range of new communication channels.
Steve Doherty, Y&R Group’s MD, said the agency was excited to work with an “innovative and dynamic client”.
“The Festival’s prestigious positioning and long track record of outstanding results presents a fantastic challenge and offers inspiring, highly creative work that we will approach with a fully integrated solution. We are extremely honoured to have been selected and look forward to showcasing our work in the very near future”.
LMFF will return to Melbourne in March next year, running from March 17 to 23.
This year the Festival achieved more than $63m worth of audited media coverage.