Baiada taps Omnicom Oceania in first Australian client partnership

Baiada has appointed Omnicom Oceania in a new integrated partnership following a competitive pitch process.

The poultry business, which is behind Lilydale Free Range and Steggles, has selected the group to support the next phase of growth and brand evolution across its portfolio.

The partnership brings together specialist capabilities across Omnicom Oceania, spanning strategy, media, creative, CX, shopper marketing, earned media, MarTech, and measurement.

A central leadership team, anchored by Clemenger BBDO and Hearts & Science, will work closely with Baiada while drawing on the broader Oceania network.

First Australian client partnership

The appointment marks the first Australian client partnership launched under the Omnicom Oceania banner.

Yash Gandhi, Head of Marketing at Baiada, said the business was looking for a partner model that could bring together broad capability while remaining agile and closely connected.

“What stood out throughout the process was the strength of the collaboration across the Omnicom Oceania team, as well as the ability to access specialist capabilities from across the network through a single, integrated team.

“It felt less like an agency model and more like an extension of our marketing team.”

Gandhi said the partnership had already begun with work in development.

“While it’s still early days, we’ve been encouraged by the partnership so far and are excited about what lies ahead.

“We have some exciting work already in development and look forward to bringing it to market as we continue to drive growth and deepen our connection with consumers.”

Yash Gandhi

'An important time'

Nick Garrett

Nick Garrett, CEO of Omnicom Oceania, said the partnership reflects growing demand from brands for connected and flexible agency models.

“We’re excited to be partnering with Baiada at such an important time for the business and its brands,” Garrett said.

“This partnership reflects exactly what Omnicom Oceania has been built to do, bringing together the right talent, capabilities and expertise from across our network around a shared client ambition.”

Garrett said the team was looking forward to working with Gandhi and Baiada.

“Yash is highly respected across the industry and brings a clear ambition for the future of the brands.

“To help bring that ambition to life is a privilege, and we're looking forward to building a strong partnership together.”

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