August’s biggest new business winners are in and it’s a tale of two sides of the industry.
While the nation’s media agencies were quieter than usual, with just five new wins publicly reported, we recorded more than three times that among creative agencies.
As ever, we prioritise new business wins, rather than extensions or contract renewals, meaning that while OMD’s extension of the NSW Government media account is important, it doesn’t make the list this time.
We can also only report wins that we know about, so if you’ve got a piece of business you’d like to tell the world about, drop me a line: [email protected].
In August, there were some impressive wins for indie agencies: Dig won Soul Origin, Do. Agency won MyCar Tyre & Auto from TBWA, Think HQ won work for Melbourne Park, Akcelo won Colonial First State and the Digital Picnic, helmed by Women in Media Winner Cherie Clonan, won ReFil.
But now, onto the podiums.
Creative Agencies
Bronze – Howatson+Company
Rarely a month goes by when Howatson+Company is not troubling the New Business Winner podiums. But this time, the team will have to sate their seemingly ceaseless thirst for clients with a Bronze.
In August, the agency won TikTok’s creative account across Asia-Pacific. The account will be run from Singapore and work on a new campaign is underway, according to reports.
Howatson and team also won Dulux’s creative account, expanding a relationship that has already included creative duties for Selleys, Yates and Seasol International. Howatson’s remit spans strategy, creative and production.
“Having worked closely with the team at Howatson+Company across our Group flagship brands, we’ve seen first-hand the impact of their strategic and creative capability to help us deliver business goals. We’re looking forward to seeing them raise the bar even higher to help us build the next chapter of Dulux,” said Antoinette Tyrrell, marketing director, DuluxGroup.
Silver – VML
Taking the silver medal this month is VML. The agency was appointed to handle Amazon’s brand and marketing activity in Australia. It replaces Droga5, which itself won Woolworths in July.
VML’s remit also includes advertising for Amazon Prime.
Amazon has spent the past few years building its local retail proposition across categories including electronics, beauty, fashion and household goods. Grocery represents a different challenge as it puts the brand directly into consumers’ weekly shopping habits and into a market dominated by supermarket giant’s Coles and Woolworths.
That push accelerated in January when Amazon partnered with Harris Farm Markets to offer fresh groceries through Amazon in selected suburbs across Sydney, Brisbane, Canberra, the Gold Coast and Newcastle.
Everyone involved declined to comment on the story. They’re probably just being modest.
Gold – BMF
But taking the top spot this month is BMF. The agency was appointed as Superloop’s creative agency of record, replacing Leo Australia. It was also appointed lead creative agency for Amazon-owned smart doorbell brand Ring.
“We’re excited to partner with BMF as we continue building one of Australia’s most compelling telco brands. Throughout the pitch process, BMF demonstrated a strong understanding of the Superloop business and the category challenge,” said Ben Colman, chief marketing Oficer at Superloop.
“BMF demonstrated a strong understanding of the Ring business and the strategic challenge,” a Ring spokesperson said.
“Their track record in building effective, long-term brand platforms, underpinned by strong creative capability, gave us great confidence in their ability to help lead the brand’s next phase of growth, support the brand’s continued expansion in the category, and establish a trusted, long-term partnership and brand platform.”
They’re important wins for BMF, considering the agency lost Endeavour Group to Thinkerbell and had its relationship with Westpac come to an end earlier this year.
Media agencies
Bronze – Today The Brave
An lesser-spotted face on the media agency side of the new business winner podiums but Today The Brave has been quietly building out an impressive full-service offering for a while.
In August, it added another full-service client to the list, being appointed as the creative and media partner for Law Partners. Today the Brave will handle brand strategy, creative, media planning and buying for Australia’s largest specialist personal injury firm.
“Today the Brave brought together strategic thinking, creative excellence and media expertise in a way that felt genuinely integrated. Working collaboratively with them gave us confidence they were the right partner to help shape the future of the Law Partners brand,” said, Jane Merrick, chief growth officer at Law Partners.
Silver – Avenue C
The second of three indie media agency wins this month as Avenue C was appointed by Maurice Blackburn. The appointment covers strategy, planning, and activation across all paid media channels.
Admittedly, Avenue C won is three months in with the account already live across the business.
“Avenue C has redefined what we expect from an agency partner. Their honesty, transparency and integrity are matched only by the strategic firepower of their senior team. We’re already seeing real results, and it’s clear this is a partnership built on genuine alignment with our brand, our values and our ambitions,” said Maurice Blackburn’s general manager of marketing, Stephen McKeown.
Gold – Speed
But topping the pile in August is Speed after it won Colonial First State (Akcelo won the creative work).
The pair of indies follow Howatson+Company, which previously had held the full-service account.
B&T understands that Howatson+Company parted ways with CFS last year and declined to take part in the pitch. B&T also understands that CFS paused most of its marketing activity through 2025.
Yet again, everyone involved declined to comment!
