Carat Melbourne has won the media planning and buying responsibilities for iconic motorcycle brand, Triumph Motorcycles Australia.

The appointment is the result of a proactive pitch by Carat, and represents a major shift in strategy for Triumph, who to-date have handled media buying internally.

Triumph’s marketing manager, Dale McBride, said of the agency appointment, “We are excited to pair the Triumph brand in Australia with Carat’s significant experience across multiple media platforms.

“I’m confident that together we can provide great depth in our planning, strategy and activations for Triumph’s brand, retail, and new product activity, continuing to push the needle forward.”

Carat Melbourne MD, Joseph Pardillo, said, “This is a fantastic opportunity to partner with such an iconic global brand, steeped in motorcycle history and heritage.

“They have demonstrated a clear thirst for innovation and big ideas; we look forward to working with them to advance their brand, capitalizing on the many opportunities today’s digital economy presents for them.”

The scope of work includes media strategy, planning, and buying, effective immediately.