Domestic appliance brand SMEG has appointed independent media agency Yango as its media strategy, planning, and buying partner following a competitive pitch process, B&T can reveal.
The new partnership will see Yango take on media responsibilities for SMEG across the Australian market.
Yango’s remit covers paid media strategy, channel planning and buying. The agency will be tasked with driving brand growth, elevating SMEG’s presence in a highly competitive retail landscape, and connecting the iconic Italian brand with premium audiences across the media landscape.
SMEG head of marketing Francesca Cissell said the brand was impressed by Yango’s strategic rigour and understanding of the brand’s unique market position.
“SMEG is a brand built on a simple but enduring belief: that appliances should be as beautiful as they are functional. We’ve set an ambitious agenda for the Australian market and when looking for a media partner, we needed an agency that could match that ambition, one that truly understands our premium positioning and could translate it into smart, data-led media solutions that drive real commercial outcomes,” she said.
“Yango’s strategic thinking and independent approach stood out immediately. We’re not just appointing an agency, we’re building an agency village where our partners are a genuine extension of our team, and Yango is a significant part of that. We can’t wait to get to work.”
It is the second notable win for Yango in the past couple of months, after Jameel Motors appointed Yango to lead the media strategy, planning, and buying for Farizon’s Australian launch.
Yango managing director Amy Carr said the agency was thrilled to partner with household appliances giant.
“SMEG is an iconic brand that perfectly blends world-class technology with beautiful, unmistakable design,” Carr said.
“Winning this account speaks directly to our ability to help premium brands navigate, scale and succeed in today’s dynamic market. We are incredibly proud to partner with Francesca and the wider SMEG team to help drive their next phase of growth in Australia. We can’t wait to bring our strategic vision to life.”
Work on the account has commenced, with Yango developing SMEG’s upcoming media campaigns slated for the second half of the year.
Check out: Yango’s B&T Agency Scorecard and their unforgettable Nirvana inspired album cover.
