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Reading: Sponsorship Agency Gemba Keeps Hold Of Sanitarium Account
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B&T > Media > Sponsorship Agency Gemba Keeps Hold Of Sanitarium Account
Media

Sponsorship Agency Gemba Keeps Hold Of Sanitarium Account

Andrew Condon
Published on: 3rd July 2015 at 10:58 AM
Andrew Condon
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Sport and entertainment agency Gemba has been appointed as retained sponsorship agency to major FMCG brand Sanitarium Health & Wellbeing.

As part of its broad remit, Gemba will work across key Sanitarium brands Weet-Bix, Up&Go and So Good.

The agreement will see Gemba help the brand leverage relationships with AFL, Cricket Australia and a yet to be announced third sponsorship while utilising various ambassadors including cricketer Brett Lee, football star Tim Cahill and surfer Stephanie Gilmore.

The account will also see Gemba work with a mix of sporting codes to help promote the Sanitarium Weet-Bix Kids TRYathlon, inspiring thousands of Aussie kids to get active while building confidence in a fun and rewarding environment.

Sanitarium advertising and sponsorship manager Sharon Green said Gemba was awarded the business on the back of its superior insights and strategic thinking in demonstrating the role of sport and entertainment for the business.

“Gemba’s ability to translate this into compelling and creative solutions that will help drive business and brand outcomes was unparalleled,” she said.

“We look forward to working with the team at Gemba over the coming years while they engineer a fresh and more strategic approach to our sponsorship portfolio.”

Gemba director and head of sport and entertainment marketing Andrew Condon said his team were excited by the prospect of working with ‘a brand we had all grown up with.’

“Clearly our investment in insights, intellectual capital and people is becoming a great point of difference. We look forward to getting to know Sanitarium inside-out and building a genuine connection between the brand and sports fans across Australia.”

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By Andrew Condon
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A highly motivated,achievement oriented and respected sponsorship specialist with sport and entertainment marketing experience in the Airline, Insurance, Sporting Goods, Alcohol, FMCG, Telecommunications and Financial Services categories across both Australia and NZ. After 10 years working in marketing leadership positions with Canterbury and Lion I ventured agency side to use my skills in strategy development, negotiation, activation planning and implementation and people development to deliver client projects. Opening and managing the Sydney office for the highly regarded Sports Marketing Agency; gemba Group I have led the delivery of strategy, negotiation and activation projects for Lion Nathan, Telstra, Bigpond, Coca-Cola, Powerade, Coca-Cola Amatil and Macquarie Bank Following 2 years with gemba in September 2009 I founded the Australian operation of M&C Saatchi Sport & Entertainment, a creative communications company specialising in sport, music and film sponsorship exploitation. During his tenure the agency succesfully pitched for Qantas, Commbank, PepsiCo, GWS Giants, IAG and Skins. Our work for these clients has been recognised with AMI and B&T sponsorship awards for the Qantas Grand Prix and Pepsi Max V8 Supercars projects. In 2012 my achievements were recognised when I was included in B&Ts Top 40 under 40 marketers. In March 2013 I returned to gemba to lead the Entertainment Marketing team – a team of 23 that helps many of Australia’s biggest and best brands shape, manage and leverage their investments in sport and entertainment. This team counts Toyota, Coca Cola, Lexus and Telstra among its clients, and was recently appointed by the Federal Government to manage the sponsorship portfolio of the Australian National Preventative Health Agency (ANPHA).

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