Carlton United Breweries has split its digital account between SapientNitro and its advertising partner Clemenger BBDO Melbourne, eight months after the pitch started.
SapientNitro is now technology provider for all 12 CUB brands with Clemenger BBDO Melbourne on creative and strategy. SapientNitro will also handle a number of the brand’s social media.
B&T signposted the fact a decision was imminent yesterday, as CUB put its media account out to play. For more click here.
Paul McMillan, managing partner Clemenger BBDO Melbourne, said: “CUB is really important to us. We love working on their business and it’s hugely rewarding to have our digital capabilities recognised as being at the same high standard as our creative abilities. We’re going to have a Carlton Draught or two to celebrate.”
Paul Bennett, national managing director SapientNitro, said: “We are thrilled with this news – there are exciting digital marketing opportunities across this incredible range of brands, and we are delighted CUB has selected SapientNitro for our capabilities in both technology and digital marketing.”
Both agencies will start work on the account immediately.
The digital pitch kicked off in November last year, as B&T revealed. A decision regarding CUB’s media account, currently held by MediaCom, is due in October.
Clemenger won the consolidated creative account in February last year.