Identifying as a creative technology agency has been great for Orchard’s business. It has just won two pitches.
Its first big win is Blackmores’ PAW (Pure Animal Wellbeing) brand. The brand was developed by a vet in 2006 who recognised an emerging market overseas and in Australia – preventative and long term natural health measures and wellbeing products for pets. Blackmores acquired the PAW business in 2010 and rebranded it PAW by Blackmores in 2010.
Traditionally, vets have been the influencers of pet health and wellbeing choices. Blackmores saw the need to communicate with pet parents directly to grow awareness for its products and encourage product trial. Orchard has a history of success in brand communications for the animal health category that backed up the agency’s pitch. So from July, the agency will be developing a brand campaign introducing pet owners to the category of natural pet healthcare products online and in-store.
Orchard has also won a digital project for global biopharmaceutical company, AbbVie (previously Abbott Pharmaceuticals). The project is for one of the world’s largest medications, a biologic therapy that treats rheumatoid arthritis, as well as a number of other autoimmune diseases. 400,000 Australians live with the crippling problems of rheumatoid arthritis, that causes pain and swelling of the joints and makes an unwelcome impact on a person’s quality of life.
The agency will be creating an interactive program designed to empower people living with this condition. It will cover the entire spectrum of their needs, from the emotional aspects of their condition through to practical aspects of different treatment options.
Wai Kwok, managing partner of Orchard commented, “It’s credit to the Orchard team and to the clients on both these exciting initiatives. For both briefs we took a very different approach to solving the client problem and we were delighted that the clients acknowledged this. Sounds like a no brainer in a pitch situation but you have to have faith that the clients have an appetite for this. What we will create will be very special for their respective categories.”
