Lyka has appointed Fourteen10 to lead its media strategy, planning and buying following a competitive pitch. The contract that commences 1 December has a mandate to design the next wave of above-the-line growth.
Fourteen10 won the account from AlchemyOne, who had the account for four years.
“We didn’t want an agency relationship built around the old brand-versus-performance team debate,” said Cam Luby, CMO at Lyka. “We need a partner who reads growth as one system and works with our team and leverages our data to help us make sharper calls about where to invest next. That’s exactly what Fourteen10 brought to the table.”
The pitch process was led by Tumbleturn Marketing Advisory.
“We were thoroughly impressed with all the thinking from the agencies involved,” said Dan Johns, Partner at Tumbleturn. “Ultimately, our job is to match the right kind of agency with clients. It was clear to us that Lyka and Fourteen10 were speaking the same language and aligned to the same ambitions.”
“Lyka has built an amazing business. What stood out to us through the whole process was that they see themselves as a health company that cares so much about animals it has put its attention on the biggest lever on their wellbeing, which is their diet,” said Cameron Roberts, director at Fourteen10.
“We’re energised by the mission, and our focus will be showing more Australians why it matters. We want to thank Tumbleturn for running a great process that gave us enough information to come back with a response that we believe will help Lyka take its next step in growth.”
Lyka now feeds more than 100,000 dogs across Australia, a milestone for the business as it continues to grow its reach and its mission to improve the health and wellbeing of dogs through better nutrition.
“We want to thank AlchemyOne for everything they’ve brought to Lyka’s growth story,” concluded Luby. “They’ve been a big part of getting us to where we are today.”
