Campbell Arnott’s today announced the appointment of Publicis Groupe as the key agency partner for Asia Pacific (APAC) – Australia, New Zealand, Malaysia and Indonesia – across creative, media planning and buying, digital, public relations and shopper marketing.

The appointment marks the end of the relationship between BBDO and Campbell, which dates back to 1954, making it one of the longest client-agency relationships in the ad business anywhere in the world.

This announcement supports Campbell Soup Company’s simultaneous statement which also sees Publicis Groupe appointed as the lead agency network for US retail and Canada – across creative, media planning and buying, digital, technology and consumer promotion business.

The appointment of Publicis as the sole holding agency across Campbell Arnott’s APAC roster is driven by the demand for a channel-agnostic, regionally led approach, supported by a horizontal P&L.

This simplified partnership builds on the integrated agency model implemented locally in 2015, ensuring Campbell Arnott’s continues to deliver world-class marketing solutions.

Publicis Groupe, the third largest communications company in the world, will leverage its unique assets in creativity, media, public relations, data and technology to deliver high-level campaigns that will directly impact how Campbell Arnott’s brands engage with their consumers.

Publicis will provide integrated experiences and through-the-line marketing to increase both relevancy and engagement with consumers throughout their purchasing journey.

This leading model will allow Campbell Arnott’s to leverage Publicis’ entire suite of marketing services and increase agency accountability, whilst entrusting an agile, results-driven approach versus a more traditional marketing model.

David McNeil, vice president of marketing, Campbell Arnott’s APAC said, “We’re excited to partner with Publicis to help us take the next step toward building APAC’s most innovative and truly integrated agency model. In today’s fast paced, highly connected environment, having all our consumer conversations housed under one roof will ensure we receive seamless, integrated solutions that bring valuable, tangible commercial benefits to the organisation.”

“Over the past three years, we have revolutionised our approach to creative marketing by taking several steps towards a comprehensive agency roster. A consolidated partnership with Publicis will deliver multiple efficiencies and maximise our communications channels to increase engagement amongst current consumers whilst recruiting new brand advocates.” 

Loris Nold, CEO of Publicis Groupe APAC said, “Publicis is extremely excited to be joining Campbell Arnott’s as their holding agency partner, both here in APAC and in North America. For a long time, we have believed in our model to deliver integrated communications solutions, tailored to individual regions, housed under one roof. The Campbell Arnott’s brands in APAC are powerful, unique brands full of equity and heritage. They have a rich, abundant past and we are thrilled to be a part of their future.”

Mike Rebelo, CEO of Saatchi & Saatchi for Australia and New Zealand, said: “We’re proud to be given such a strong vote of confidence by such an iconic company such as Campbell Arnott’s in our ‘Power of One’ philosophy and platform.