Dentsu Aegis Network’s WiTH Collective, Linked by Isobar has been appointed as Petbarn’s new creative agency, following a competitive pitch.
Petbarn is an Australian speciality pet care retailer, with 181 stores across the country.
WiTH Collective will provide a full-service strategic and creative offer to the brand, covering brand, consumer and retail.
In appointing WiTH Collective, Petbarn praised the agency for its ability to understand and use the broader business strategy to help the brand on its transformation path.
Sumeena Parimu, general manager of marketing at Petbarn, said: “We were impressed by the strength of WiTH Collective’s offering from a business, customer and brand perspective.
“They understood the need to add an emotional dimension to the creative, in one of the most emotionally charged retail categories.
“In this partnership, the adoption of our new brand positioning across all touchpoints will be elevated beyond advertising to a company-wide mission, which will be adopted at a group holding level by Greencross Limited, Australasia’s largest integrated pet care company.
“We have an exciting task ahead.”
Steve Coll, chief creative officer at WiTH Collective, said: “Pets are an integral part of Australian families and culture, and with scale of the industry in Australia, we feel incredibly proud and privileged to work with Petbarn through next phase of innovation and growth.
“We felt an immediate chemistry and shared ambition with the whole Petbarn team. Perhaps the best aspect of this outcome is that they bought an idea with relevance to the whole business.
“It’s a great piece of work from our strategic team, coupled with powerful creative – a great example of the WiTH mantra of logic and magic.”