Omnicom Oceania has won a comprehensive full service brief with Steggles parent company Baiada following a competitive pitch process.
The partnership, which was first revealed in Little Black Book, brings together specialist capabilities from across Omnicom Oceania spanning strategy, media, creative, CX, shopper marketing, earned, martech and measurement.
A central leadership team, anchored by Clemenger BBDO and Hearts & Science, will work in close partnership with Baiada, drawing on the broader expertise of the Oceania network.
It is the first Australian client partnership launched under the Omnicom Oceania group banner.
Baiada is one of Australia’s two largest poultry producers, supplying supermarkets, restaurants, foodservice providers and individuals. The company has roots to Celestino Baiada, a Maltese immigrant who began chicken farming in 1916.
The company’s head of marketing, Yash Gandhi, said the business was looking for a partner model that would support its next phase of growth and brand evolution across its portfolio, which includes Steggles and Lilydale Free Range poultry.
“As our business continues to evolve, we were looking for a partner that could bring together a breadth of expertise, strategic thinking and creativity in a more connected way,” Gandhi said.
“What stood out throughout the process was the strength of the collaboration across the Omnicom Oceania team, as well as the ability to access specialist capabilities from across the network through a single, integrated team. It felt less like an agency model and more like an extension of our marketing team.”
Nick Garrett, CEO of Omnicom Oceania, said the partnership reflected the increasing demand from brands for more connected and flexible agency models.
“We’re excited to be partnering with Baiada at such an important time for the business and its brands,” Garrett said. “This partnership reflects exactly what Omnicom Oceania has been built to do, bringing together the right talent, capabilities and expertise from across our network around a shared client ambition.
“We’re also genuinely excited about the opportunity to partner with Yash and his team. Yash is highly respected across the industry and brings a clear ambition for the future of the brands. To help bring that ambition to life is a privilege, and we’re looking forward to building a strong partnership together.”
