Hatched appointed communications strategy partner of Booktopia

Hatched has been appointed by Booktopia as its communications strategy partner.

The independent agency will work with the business to develop a targeted strategy that connects Booktopia with pop culture while flying the flag for the brand as the home of books in Australia.

Established in 2004, Booktopia is Australia’s leading online bookstore with a database of more than 6 million books. The business is currently building a new customer fulfilment centre to enhance the book-buying experience and expedite deliveries.

Hatched was appointed following a competitive pitch. It is the first time Booktopia has had a media agency of record.

The remit includes a full SEO audit across the brand’s 17 million URLs.

Additionally, the agency will work with Booktopia to build, manage and optimise advertising inventory across the owned media assets of the business. This will create and drive a new high-margin revenue stream and see Booktopia become a market leader in the retail media space.

Adam Freedman, Booktopia head of brand and communications, said: "Hatched presented a compelling strategic proposition that demonstrated a solid understanding of the business and category as well as the challenges and opportunities for us to navigate.

"The team provides a one-stop solution across several important disciplines that will form an important part of the evolution of our customer experience. This will help us to deliver on our overarching mission to be Australia's bookstore of choice."

Catherine Edghill, Hatched managing partner, said: "Booktopia is exactly the type of client we love working with. We’re excited for the opportunity to set them up for future success. To do this, we will utilise our complete suite of products and capabilities to drive influence across the entire customer journey. We’re thrilled Booktopia sees the benefit of an end-to-end approach inclusive of retail media. Game on."