Publicis Groupe To Become Sole Agency Across Entire Campbell Arnott’s Roster

Publicis Groupe To Become Sole Agency Across Entire Campbell Arnott’s Roster

Campbell Arnott’s today announced the appointment of Publicis Groupe as the key agency partner for Asia Pacific (APAC) – Australia, New Zealand, Malaysia and Indonesia – across creative, media planning and buying, digital, public relations and shopper marketing.

The appointment marks the end of the relationship between BBDO and Campbell, which dates back to 1954, making it one of the longest client-agency relationships in the ad business anywhere in the world.

This announcement supports Campbell Soup Company’s simultaneous statement which also sees Publicis Groupe appointed as the lead agency network for US retail and Canada – across creative, media planning and buying, digital, technology and consumer promotion business.

The appointment of Publicis as the sole holding agency across Campbell Arnott’s APAC roster is driven by the demand for a channel-agnostic, regionally led approach, supported by a horizontal P&L.

This simplified partnership builds on the integrated agency model implemented locally in 2015, ensuring Campbell Arnott’s continues to deliver world-class marketing solutions.

Publicis Groupe, the third largest communications company in the world, will leverage its unique assets in creativity, media, public relations, data and technology to deliver high-level campaigns that will directly impact how Campbell Arnott’s brands engage with their consumers.

Publicis will provide integrated experiences and through-the-line marketing to increase both relevancy and engagement with consumers throughout their purchasing journey.

This leading model will allow Campbell Arnott’s to leverage Publicis’ entire suite of marketing services and increase agency accountability, whilst entrusting an agile, results-driven approach versus a more traditional marketing model.

David McNeil, vice president of marketing, Campbell Arnott’s APAC said, “We’re excited to partner with Publicis to help us take the next step toward building APAC’s most innovative and truly integrated agency model. In today’s fast paced, highly connected environment, having all our consumer conversations housed under one roof will ensure we receive seamless, integrated solutions that bring valuable, tangible commercial benefits to the organisation.”

“Over the past three years, we have revolutionised our approach to creative marketing by taking several steps towards a comprehensive agency roster. A consolidated partnership with Publicis will deliver multiple efficiencies and maximise our communications channels to increase engagement amongst current consumers whilst recruiting new brand advocates.” 

Loris Nold, CEO of Publicis Groupe APAC said, “Publicis is extremely excited to be joining Campbell Arnott’s as their holding agency partner, both here in APAC and in North America. For a long time, we have believed in our model to deliver integrated communications solutions, tailored to individual regions, housed under one roof. The Campbell Arnott’s brands in APAC are powerful, unique brands full of equity and heritage. They have a rich, abundant past and we are thrilled to be a part of their future.”

Mike Rebelo, CEO of Saatchi & Saatchi for Australia and New Zealand, said: “We’re proud to be given such a strong vote of confidence by such an iconic company such as Campbell Arnott’s in our ‘Power of One’ philosophy and platform.

“We’re looking forward to seamlessly assembling our talent from across all of our marketing transformation disciplines to help Campbells Arnott’s in their ambitious mission across APAC.”




Please login with linkedin to comment

Campbell Arnott's Publicis Groupe

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]