February’s New Business Winners are here and, if we’re honest, the shortest month of the year also proved to be a quiet one.
Among Australia and New Zealand’s creative agencies, we only recorded five account moves including indie agencies UNTANGLD and 2045 winning the Australian Ballet and the NFL, respectively.
There was more activity among our media agencies, with seven wins and one renewal. SPEED consolidated Lounge Lovers’ media work, Superhuman won battery brand Energizer Solar and Digital Minds Group won Fine Tours Group. Carat WA renewed REVO Fitness.
As ever, we pick the New Business Winners based on what we hear! If you have won an account and believe you should be atop the podiums, let us know.
Media Agencies
Bronze – Optimise Media
Optimise Media takes its first ever New Biz Winner podium spot this month after it won the media account for ascendant Chinese automaker ZEEKR.
The agency will handle its consolidated media strategy, planning, and buying and follows a competitive pitch process. ZEEKR launched in Australia in 2024 and offers the ZEEKR X small SUV, ZEEKR 7X mid-size SUV, and ZEEKR 009 luxury people mover. It reckons it recorded “impressive” first year sales figures, too.
“This win is testament to our independent model and the real value clients see in our focus on data-driven transparency and proven performance outcomes,” said Chris Barron, CEO of Optimise Media.
Silver – Bench
Taking the silver medal on the back of two strong wins this month is Bench. The indie agency won the media account for Prospa, a non-bank money lending firm, across Australia and New Zealand.
Bench’s team will work alongside Prospa’s in-house marketing team to build brand awareness and consideration among small business audiences, support loan origination growth, and partner on new product launches.
“Bench demonstrated a strong understanding of both the SME audience and the realities of marketing within financial services,” said Deborah Kytic director of marketing and customer growth at Prospa.
“Their approach to audience strategy, channel planning and measurement stood out, as did their ability to balance innovation with rigour.”
Bench also joined Hisense’s ANZ agency village. It will work on Hisense’s integrated, full-funnel media strategy, planning and buying alongside specialist agency partners.
“The appointment was driven by the need for a more connected and accountable media approach as the brand continues to evolve in the region. As our brand continues to grow in Australia and New Zealand, it was important for us to partner with an agency that could bring together strategic thinking, local market understanding and measurable performance,” Hisense’s general manager marketing ANZ Michelle Wee said.
Gold – WPP Media
But taking the top spot (yet again) is WPP Media. Last month, it was reported that WPP Media had won Estée Lauder’s £500 million (AUD $987 million) global media account following a pitch that consolidated its roster.
WPP will now be working with Estée Lauder’s owned brands such as Clinique, MAC, La Mer, Jo Malone London, Origins, Bobbi Brown, Aveda and more.
B&T understands the global review covers Australia, but the work will be headquartered from WPP Media’s Singapore office. Wavemaker works with cosmetics rival L’Oreal in this market.
Locally, OMD has handled Estée Lauder’s offline media planning and buying for many years, while Sparro by Brainlabs handled digital.
It’s a big win for WPP Media’s regional business, to be sure.
Creative agencies
Bronze – TRP
Arriving just before the final whistle in February was TRP’s full-service win for eco-friendly kitchenware brand Urban Ethos. TRP will handle brand strategy, creative and media as the brand seeks to accelerate its growth and category recognition.
“Partnering with TRP allows us to bring this vision to life through stronger brand strategy, creative and media, ensuring more Australians can discover and choose products that are better for their homes and the planet,” said Michael Vidor managing director Urban Ethos.
Silver – It’s Friday
At the start of the month, however, It’s Friday announced it had won the creative account for URBNSURF.
The creative agency was tasked with developing a new brand positioning, design identity and brand platform for the surf park.
“It’s Friday impressed us with their strategic clarity and creative thinking – the perfect combination to help us define what’s next for the URBNSURF brand,” said Hayley Wallace head of marketing URBNSURF.
Gold – Special
But taking the top spot this month is Special. The creative agency joined KFC’s agency village to “explore fresh energy and new perspectives” in the market. It’s a story you read first in B&T, too.
“We’re excited to be expanding our agency village with the appointment of Special Group, joining our long-time partner Ogilvy and our broader WPP network. Together, this expanded village strengthens our creative firepower and ensures we continue to evolve one of Australia’s most iconic QSR brands,” Vanessa Rowed, CMO of Yum! Brands, KFC’s parent company in this region.
Special Group global partner Cade Heyde told B&T: “From our very first meeting we felt an incredible alignment with the KFC team”.
It marks another impressive win for Special of late after it won HBO Max and Honda’s automotive, while picking up a swag of silverware and the Grand Prix at last year’s B&T Awards.
