The a2 Milk Company has awarded creative agency, AnalogFolk its global digital marketing account following a competitive pitch process against undisclosed agencies.
AnalogFolk Sydney will now be responsible for developing the global digital strategic principles, creative thinking and platform development for the dairy company for tailored local deployment. The agency’s first task will be to develop the global website infrastructure and creative content for all country sites and the investor community.
In addition, AnalogFolk London will also be responsible for developing marketing campaigns and social media activation in the UK. The agency’s first assignment will be a UK communications campaign designed to provoke consumers into trying the product. This will launch during the first quarter of 2015.
The a2 Milk Company produces real fresh milk and milk based products for people who don’t get on with milk. It has operations in Australia, New Zealand, UK, US and China and uniquely produces its products from cows specially selected only to produce milk with the A2 protein- which has been found by many to be easier to digest. In Australia, a2 Milk has been available to consumers for 10 years and is one of the fastest growing dairy brands in the supermarket and has achieved approximately 9% value share of the entire fresh milk market. More recently it has added a2 Platinum Infant formula products and extended into other dairy products such as yoghurt and thickened cream.
In the UK, a2 Milk began trading in late 2012 and following the implementation of a new UK business structure in January 2014 the company is now ramping up marketing investment.
Susan Massasso, chief marketing officer at The a2 Milk Company, said: “AnalogFolk are a great fit for us, they understand how to build complete communication ecosystems and the tight working relationship between their offices around the world gives us the right support for our lean, entrepreneurial and agile global business.”
Scott Wotherspoon, CEO at The a2 Milk Company, UK, commented: “We are delighted to be working with AnalogFolk and are convinced their clear insight, sharp thinking and great creative solutions will help us bring Britain back to Dairy.”
Bill Brock, co-founder and CEO at AnalogFolk, added: “The a2 Milk Company is highly ambitious and is really looking to shake things up in the dairy sector. We’re thrilled to be working with them across our network offices to develop innovative platforms and communications.”