Bega Foods has announced it has appointed independent agency Thinkerbell as its media planning and buying agency in a bid to streamline and consolidate all creative and media together.
Carat was Bega’s incumbent media agency, having held the account for the past decade.
In the new year, Bega will unite all creative, strategy and media buying, meaning Thinkerbell will plan and purchase media for all Bega brands including Vegemite, Bega Peanut Butter, Picky Picky, Farmer’s Table, and ZoOsh.
Bega marketing director Ben Hill said the change acknowledges the partnership the company has been building with Thinkerbell over the course of the year, after it was appointed the strategy and creative agency in March.
“Since launching the ‘Tastes Like Australia’ Vegemite campaign together this year, we have enjoyed growing both our businesses and business partnership,” Hill said.
“For us, it makes sense to have all our creative and media thinking under the one roof. We believe creative, strategy and media planning should work cohesively and be seamlessly integrated.
“It makes sense to have one partner and the results we have been achieving with Thinkerbell this year give us full confidence we have made the right decision.”
Thinkerbell established itself 18 months ago has been successfully expanding its agency offering recently with media buying and PR.
Margie Reid, managing partner of Thinkerbell, has been driving the expansion of the agency’s offering. Having Bega extend the partnership into media buying, she believes is a great win and signals an industry change.
“Working with Bega has been brilliant. Strategically and creatively, we’ve clicked and we’re looking forward to extending the relationship into media planning and buying,” she said.
“We’re honoured to be working with Bega Foods to continue building their powerful and much-loved Australian brands.”
Bega’s brand communications and PR continues to be managed by J&CO Strategic.