Hatched reappointed as media agency of record for Bapcor

Hatched has been reappointed as the media agency of record of vehicle parts, accessories, equipment, service and solutions provider, Bapcor.
 
Bapcor, which encompasses brands such as Autobarn, Autopro, Midas, ABS, and Opposite Lock, first appointed Hatched in 2017.

The independent media agency will continue to deliver all media services, including strategy, planning, buying and digital media.

Simon Davenport, Bapcor retail general manager – marketing, said: "It’s critical to ensure Bapcor is effectively engaging with existing and emerging audiences more effectively than our competitors. Hatched is the right partner to enable us to achieve this ambition.

"The agency’s strategic planning approach and tech solutions like HatchediD will allow Bapcor to optimise the consumer experience and, in turn, commercial returns through personalisation."

Hatched’s identity solution, HatchediD, launched last year and will be utilised to help Bapcor better reach existing and new audiences, and drive engagement and effectiveness. It does this by taking Bapcor’s first-party data and enriching it through large-scale strategic data partnerships. This enriched data is then managed and leveraged with LiveRamp’s proprietary technology.

Rebecca den Braber, Hatched general manager, said: "We are thrilled to extend our partnership with Simon and his team. Their collaborative spirit and clear vision continue to make for a highly rewarding partnership. We’re looking forward to driving even greater success in the coming months."

Hatched's reappointment comes after the agency recently welcomed the senior hires of Laura Comber as business director and Berlian Ayudya as strategy director to its Sydney team.

Comber brings more than a decade of media experience in Ireland to the role. Her most recent role was business director with PHD Ireland.

Ayudya steps into the role with Hatched Sydney after a five-year stint in the US with advertising and media agency, C+K.

Danni Dimitri, managing partner and head of strategy, said that the independent agency “hit the jackpot” with Comber and Ayudya.

See also: Hatched Sydney adds Laura Comber and Berlian Ayudya