Bega has expanded its relationship with Thinkerbell. Next year, the agency will now be responsible for media planning and buying as well as strategy and creative. Thinkerbell will plan and purchase media for all Bega brands including Vegemite, Bega Peanut Butter, Picky Picky, Farmer’s Table, and ZoOsh.
The eighteen-month-old agency, has also successfully expanded into PR.
Bega marketing director, Ben Hill, stated that the change acknowledges the partnership Bega has been building with Thinkerbell over the course of the year, after being 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.
“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.”
18 months ago has been successfully expanding its agency offering recently with media buying and PR.
Margie Reid, managing partner, Thinkerbell, has been driving the expansion of what Thinkerbell does for its clients and believes it 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. We’re honoured to be working with Bega Foods to continue building their powerful and much-loved Australian brands,” she commented.
Bega’s media planning and buying had been with Carat for the last ten years under both Bega and Mondelēz ownership. Brand communications and PR continue to be managed by J&CO Strategic.