Thinkerbell picks up Hort Innovation's integrated account
Thinkerbell has won the integrated account - spanning creative, media, PR, and social - following a competitive pitch, Mediaweek can reveal. TBWA previously held the creative, PR, and social account. Atomic 212 was the brand's media agency, appointed in early 2020. This time around, Hort Innovation went to market for a full-service solution.
Thinkerbell has won horticulture business Hort Innovation's integrated account - spanning creative, media, PR, and social - following a competitive pitch, Mediaweek can reveal.
TBWA previously held the creative, PR, and social accounts. Atomic 212 was the brand's media agency, appointed in early 2020. This time around, Hort Innovation went to market for a full-service solution.
Hort Innovation is the grower-owned, not-for-profit research and development business for Australia's $16+ billion horticulture industry, with a portfolio including Australian Apples, Australian Avocados, Australian Cherries, Australian Mangoes, and Australian Mushrooms.
While Thinkerbell has been declared the pitch winner, Hort Innovation told Mediaweek that the process has not concluded just yet, because it is awaiting board approval of its 'preferred delivery partner'.
"The independent pitch process run by TrinityP3 identified a preferred delivery partner, which we are now seeking board approval [of] to move to contracting," said Hort Innovation general manager of marketing, Kylie Hudson. Thinkerbell declined to comment, while TBWA wished its former client well.
"We enjoyed a successful and effective four year partnership with Hort Innovation," TBWA\Australia and New Zealand CEO Paul Bradbury said. "We wish them and their new agency all the very best."
TBWA won the business at the end of 2020 on a three-year contract, so the account was due to be pitched. The agency's most notable work for Hort Innovation was Our Green Gold for Australian Avocados, a brand platform fronted by comedian Naseem Hussain, which saw Australian Avocados become the unofficial sponsor of everything green and gold - from wheelie bins to Sydney ferries.
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Hort Innovation's 2024-2026 strategy includes the goal to "drive consumption through high-impact, evidence-based domestic and export marketing campaigns," to accelerate local and global demand for Australian-grown produce.
Thinkerbell, which launched in 2017, has become one of the country's leading independent creative agencies.
