Indie creative communications agency, Poem, has been appointed as the social media agency for McCain’s Masterbrand portfolio in Australia and New Zealand. Poem will be reponsible for developing and executing social media strategies that help McCain reach its bold commercial and communications objectives.
Poem brings a wealth of experience to the partnership, having delivered highly successful social and content campaigns for leading brands, including current clients PlayStation, Amazon, Nespresso, Uber and Salad Servers.
The agency’s recent social campaign for Uber Carshare with Valtteri Bottas, which was shared and talked about globally, was awarded Mumbrella’s Social Campaign of the Year, demonstrating Poem’s ability to create impactful and award-winning social first work.
“We’re thrilled to partner with McCain, an iconic brand that resonates with so many Aussies and Kiwis,” stated Katie Raleigh, Poem managing director. “Social media has evolved dramatically, and today, creating ‘social-first’ content that earns attention is paramount.”
Alex Watts, Poem executive director of social and strategym continued, “McCain’s brief for the pitch was refreshing, honest, and a big challenge. We were delighted when it came across our table, and even more delighted to start this partnership. We’ve got something special cooking with the team and can’t wait to get it into the world.”
The partnership comes at a time when brands are increasingly seeking innovative ways to cut through the noise on social media. Poem’s expertise in developing earned creative, insight-driven strategies, combined with its deep understanding of the social and cultural landscape, made it the ideal partner for McCain.
“We were impressed by Poem’s strategic thinking, creative approach, and ambitious attitude,” stated McCain Foods Australia’s media, social and PR marketing manager, George Woodcock. “We believe that Poem’s understanding of the evolving social media landscape and their ability to create engaging earned-first content makes them the perfect partner to help us connect with our audiences in new and exciting ways.”
The appointment is effective immediately, and Poem has already begun working on developing a comprehensive social media strategy for McCain across Australia and New Zealand. The agency will be responsible for managing McCain’s social media channels, creating engaging content, and running product specific campaigns.
