TBWA has been appointed by Kraft Heinz Australia and New Zealand as its integrated creative agency, following a competitive pitch process.
TBWA will run the account from its offices in Melbourne and Auckland, overseeing all strategic and creative output across Kraft Heinz’s diverse portfolio of brands, including Heinz, Gravox, and Wattie’s.
TBWA\Sydney had worked on Kraft Heinz’s Golden Circle brand prior to the win.
According to TBWA, the appointment is a “significant step” in consolidating Kraft Heinz brands under one agency across AUNZ, ensuring a cohesive and locally headquartered approach.
“We are very pleased to re-engage with TBWA, who previously held our account for three years in Sydney and delivered outstanding creativity across our core brands,” stated Michael Magee, CMO of Kraft Heinz. “Their disruptive approach and deep understanding of our brands make them the perfect partner as we look to continue to elevate our presence in the market.”
Paul Reardon, chief creative officer, TBWA\Melbourne, added, “Kraft Heinz has great brands with a high benchmark for creative work both here in Australia and New Zealand, as well as globally. It’s an exciting partnership. When pitching to Kraft Heinz, we spoke a lot about the importance of disruptive work in ‘shared’ and ‘owned’ media — areas we love to play in. We can’t wait to get started.”
Catherine Harris, CEO, TBWA\New Zealand, commented, “Working with Kraft Heinz means working with some of the most iconic brands in the world, and in New Zealand this includes local icon Wattie’s. We are extremely excited to be working with the very talented teams at Kraft Heinz to deliver disruptive ideas across paid, owned and earned for their suite of brands.”
Cummins&Partners is also celebrating a Christmas win, being appointed by Children’s Cancer Foundation as lead strategic and creative agency, to take the issue of Children’s Cancer to greater awareness and prominence in Australia.
Margaret Fitzherbert, CEO Children’s Cancer Foundation, stated, “Cummins&Partners invited us into their process from day 1. We connected with the creative team from the start, and saw close-up how they interrogated the brief, thought through the key issues and opportunities and turned them into extraordinary clear pieces of communication. This was a rigorous, intelligent and very creative process. It’s been a pleasure working with them and the results will definitely show”.
Children’s cancer research has historically been underfunded and the challenge is to drive more attention to fund and champion child specific treatment. Most children with cancer endure harsh toxic, adult treatments, which often have life-altering impacts on survivors. These may include developmental impacts, cognitive impairment, the loss of limbs and infertility.
“As mentioned here, the focus and urgency around child friendly treatment for cancer is lagging way behind all the good work for adult treatments. This must change. The Children’s Cancer Foundation is dedicated to changing this. And their work deserves greater awareness,” added Cummins&Partners CEO, Sean Cummins.
Work begins immediately and comes off the back of a powerful period for Cummins & Partners in the social marketing space with its recent Guinness World Record for the biggest world summit for the United Nations on Child Sexual Abuse for their US based Client Together for Girls.
“Every brand, every cause, deserves the best thinking possible. And we see every client equally and equally worthy,” Cummins stated.
