George Weston Foods has appointed DDB for three of its brands in Australia and New Zealand, after a competitive pitch between four agencies.
Incumbent M&C Saatchi, which had been working on the account for ten years, ended its relationship with George Weston after a pitch was called.
DDB will manage the Tip Top, Golden and Noble Rise brands from next Monday (12 November).
Bronwyn Heys, marketing director at GWF Baking, said the partnership with DDB would allow it to explore new directions for the brands.
“DDB was appointed because of their creative and holistic business approach, which looks set to take our products to new heights. GWF is a leader and innovator in the Australian baking category. We want to mirror this innovation trend in all our communications, rejuvenating the Tip Top brand across both Australia and New Zealand. The partnership is designed to ensure that brands such as Tip Top remain trusted, renowned household names for years to come.”
Speaking about its relationship with M&C, Heys added: “George Weston has enjoyed a successful relationship with M&C Saatchi for over ten years, having worked on some great campaigns. Change in this industry is important nonetheless and we need to consider new ideas to keep brands resonating with Australian consumers.”
