November was a quieter month on the new business appointment front than October, it seems, with B&T recording a total of 16 moves, two of which were retentions.
That said, we understand there’s still a helluva lot of pitching taking place right through into December, showing we’re not crawling, but sprinting to the end of the year.
While we’ll get to the podiums in a moment, there are a number of account wins we’d like to shout about.
First, there were two significant retentions for some of the country’s top media agencies: EssenceMediacom retained the NRL account and PHD held onto ANZ’s after it hit pause on its media review—the latter was a story you read exclusively in B&T.
There were significant wins for Jaywing, Involved Media, Connected Media and Media Words, as well as Elephant Room in November.
Among Australia’s creative and comms agencies, there were big wins for Supermassive—named B&T’s Consumer PR Agency of the Year on Friday—Tightknit Studios, Eight Communications, Grapevine and Orange Line.
But onto this month’s podiums.
Creative Agencies
Bronze – Howatson+Company
Last week, Howatson+Company was named the creative agency for ABN Group, working across its Boutique Homes and Homebuyers Centre brands.
The ABN Group comprising 17 companies that provide a wide range of services, including new home design and construction, commercial construction, land development, mortgage broking, custom kitchen design and specialist construction services.
Howatson+Company will partner with ABN Group to develop an innovative, consumer-led brand strategy with category leading thinking that differentiates ABN Group from its industry competitors. ABN Group had enlisted the services of a number of Melbourne-based creative agencies over the past few years.
From the first meeting it was clear that our values aligned, being privately and Australian-owned, and fostering innovation and an entrepreneurial culture, to sharing the aspiration of delivering the best in our respective fields. We are buoyed that Howatson+Company share our huge ambition for the future of our residential and consumer led lifestyle brands. They’re the final piece in the ABN Group’s agency village and we can’t wait to work with one of the most exciting independent creative agencies to deliver strategic and out of category thinking,” Astrid Kelaher, GM marketing at ABN Group, said.
Silver – VaynerMedia
There was a hefty win for VaynerMedia in the first half of November, when it took the social media account for HBO Max.
The partnership spans all creative and production across all social platforms for the premium streaming service. Given how significant the competition is among the nation’s streamers at the moment, it’s a big deal indeed.
“When we met with the VaynerMedia team, they impressed us with their ideas for blending creativity, culture and conversation, and we’re looking forward to bringing that to life across our social marketing,” said Ashleigh Bruton, head of social for HBO Max Australia.
“Our partnership with the brilliant team at HBO Max is a dynamic collision of creativity and culture,” added Karen Coleman, VaynerMedia’s Australia country manager.
“The entertainment world is the ultimate stage for consumer connection, and we’re ready to redefine how stories are told, shared, and experienced on social, bringing fandoms deeper than ever into the worlds and characters they adore,” she said.
Gold – Bashful
Bashful tops November’s podiums after it won the creative work for the newly combined Liquorland creative account.
Bashful had run Liquorland’s creative. But earlier this year, Coles merger its First Choice Liquor Market and Vintage Cellars brands with Liquorland and repitched this combined account.
The partnership will see Bashful continue to lead Liquorland’s brand platform, integrated campaigns, and in-store experience, from communications and content to digital, bringing creative campaigns to life nationwide.
“As our incumbent agency, Bashful demonstrated a deep understanding of our customers and our ambition for Liquorland. Their ability to connect creativity with culture and retail performance made them the perfect partner for this next chapter. They are thinking long-term about our business and brand,” Coles Liquor Group’s general manager customer loyalty Mia Horner said.
Media Agencies
Bronze – Connected Media
Indie shop Connected Media picked up two account wins in November: Virgin Active and musical toy brand Tonies.
For Virgin, Connected Media will manage media strategy, planning, buying, optimisation and reporting for Virgin Active across all above-the-line and digital media channels.
“Connected Media’s strategic approach was closely aligned to our own, demonstrating a clear understanding of our goals and target audience. They challenged us and brought fresh perspectives, backed by strong modelling methodology,” said Michelle Rolston, head of marketing, Virgin Active Australia.
For Tonies, Connected Media will be charged with its above-the-line media and online video, focusing on upper and mid-funnel channels.
Connected Media was appointed to work alongside tonies PR, activation and events partner, the Connect Agency, to manage the next generation product launch, Toniebox 2, with planning underway for further campaigns in 2026.
“Connected Media’s strategic approach and deep understanding of the local market are helping us share our story with more families across Australia and New Zealand. Our partnership is an exciting step forward as we continue to grow the Tonies community and inspire imagination through screen-free play,” added Lauren Best, senior marketing manager ANZ at tonies.
Silver – Publicis Groupe
Publicis takes second place in November’s media round up, taking home the media account for Magnum in a global deal. B&T understands that Atomic 212 is taking the lead on the account.
It’s an exciting time for Magnum (not least because of Australian summer) with Unilever announcing in September that it would be spinning the ice cream manufacturer off into an independent business—The Magnum Ice Cream Company.
The brand has operated as a standalone unit within Unilever since July this year and will continue to receive backing from the parent company.
It’s a tasty win indeed.
Gold – iProspect
But the winner this month is Dentsu’s iProspect after it won the media account, and a spread of other work with Ticketek.
It was named the media agency of record for the Ticketek Entertainment Group (TEG) and will lead TEG’s overarching media strategy and planning for its Promoter businesses through in-house agency Ovation amp. The agency will also work in close partnership with TEG’s in-house digital agency, Ovation Digital, applying its data, media and partnerships expertise to its expansive portfolio of brands and experiences.
Needless to say, it’s a sprawling account that covers lots of heavily advertised events.
The partnership will apply iProspect’s performance mindset and Dentsu’s innovation capabilities to amplify campaigns across TEG Live, TEG Sport, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR and SXSW Sydney, helping Fans around the world discover and experience more live events.
Larissa Best, TEG GM marketing of live entertainment and head of Ovation amp added, “We are so pleased to begin this exciting partnership with iProspect. Their relentless focus on delivering business outcomes, combined with their approach to creativity, transparency and collaboration, made them the right partner for us.
“Above all, we value good humans who are easy to work with and willing to act as a true extension of our own team, and iProspect demonstrated true collaboration and thought leadership at every stage of the process.”
