<\/p>\n
November was a quieter month on the new business appointment front than October, it seems, with B&T recording a total of 16 moves, two of which were retentions.<\/em><\/p>\n That said, we understand there\u2019s still a helluva lot of pitching taking place right through into December, showing we\u2019re not crawling, but sprinting to the end of the year.<\/p>\n While we\u2019ll get to the podiums in a moment, there are a number of account wins we\u2019d like to shout about.<\/p>\n First, there were two significant retentions for some of the country\u2019s top media agencies: EssenceMediacom retained the NRL account<\/a> and PHD held onto ANZ\u2019s after it hit pause on its media review<\/a>\u2014the latter was a story you read exclusively in B&T.<\/p>\n There were significant wins for Jaywing, Involved Media, Connected Media and Media Words, as well as Elephant Room in November.<\/p>\n Among Australia\u2019s creative and comms agencies, there were big wins for Supermassive\u2014named B&T\u2019s Consumer PR Agency of the Year on Friday\u2014Tightknit Studios, Eight Communications, Grapevine and Orange Line.<\/p>\n But onto this month\u2019s podiums.<\/p>\n Last week, Howatson+Company was named the creative agency for ABN Group<\/a>, working across its Boutique Homes and Homebuyers Centre brands.<\/p>\n The ABN Group comprising 17 companies that provide a wide range of services, including new home design and construction, commercial construction, land development, mortgage broking, custom kitchen design and specialist construction services.<\/p>\n Howatson+Company will partner with ABN Group to develop an innovative, consumer-led brand strategy with category leading thinking that differentiates ABN Group from its industry competitors. ABN Group had enlisted the services of a number of Melbourne-based creative agencies over the past few years.<\/p>\n From the first meeting it was clear that our values aligned, being privately and Australian-owned, and fostering innovation and an entrepreneurial culture, to sharing the aspiration of delivering the best in our respective fields. We are buoyed that Howatson+Company share our huge ambition for the future of our residential and consumer led lifestyle brands. They\u2019re the final piece in the ABN Group\u2019s agency village and we can\u2019t wait to work with one of the most exciting independent creative agencies to deliver strategic and out of category thinking,\u201d Astrid Kelaher, GM marketing at ABN Group, said.<\/p>\n There was a hefty win for VaynerMedia in the first half of November<\/a>, when it took the social media account for HBO Max.<\/p>\n The partnership spans all creative and production across all social platforms for the premium streaming service. Given how significant the competition is among the nation\u2019s streamers at the moment, it\u2019s a big deal indeed.<\/p>\n \u201cWhen we met with the VaynerMedia team, they impressed us with their ideas for blending creativity, culture and conversation, and we\u2019re looking forward to bringing that to life across our social marketing,\u201d said Ashleigh Bruton, head of social for HBO Max Australia.<\/p>\n \u201cOur partnership with the brilliant team at HBO Max is a dynamic collision of creativity and culture,\u201d added Karen Coleman, VaynerMedia\u2019s Australia country manager.<\/p>\n \u201cThe entertainment world is the ultimate stage for consumer connection, and we\u2019re ready to redefine how stories are told, shared, and experienced on social, bringing fandoms deeper than ever into the worlds and characters they adore,\u201d she said.<\/p>\n Bashful tops November\u2019s podiums after it won the creative work for the newly combined Liquorland creative account<\/a>.<\/p>\n Bashful had run Liquorland\u2019s creative. But earlier this year, Coles merger its First Choice Liquor Market and Vintage Cellars brands with Liquorland and repitched this combined account.<\/p>\n The partnership will see Bashful continue to lead Liquorland\u2019s brand platform, integrated campaigns, and in-store experience, from communications and content to digital, bringing creative campaigns to life nationwide.<\/p>\n \u201cAs our incumbent agency, Bashful demonstrated a deep understanding of our customers and our ambition for Liquorland. Their ability to connect creativity with culture and retail performance made them the perfect partner for this next chapter. They are thinking long-term about our business and brand,\u201d Coles Liquor Group\u2019s general manager customer loyalty Mia Horner said.<\/p>\n Indie shop Connected Media picked up two account wins in November: Virgin Active<\/a> and musical toy brand Tonies<\/a>.<\/p>\n For Virgin, Connected Media will manage media strategy, planning, buying, optimisation and reporting for Virgin Active across all above-the-line and digital media channels.<\/p>\n \u201cConnected Media\u2019s strategic approach was closely aligned to our own, demonstrating a clear understanding of our goals and target audience. They challenged us and brought fresh perspectives, backed by strong modelling methodology,\u201d said Michelle Rolston, head of marketing, Virgin Active Australia.<\/p>\n For Tonies, Connected Media will be charged with its above-the-line media and online video, focusing on upper and mid-funnel channels.<\/p>\n Connected Media was appointed to work alongside tonies PR, activation and events partner, the Connect Agency, to manage the next generation product launch, Toniebox 2, with planning underway for further campaigns in 2026.<\/p>\n \u201cConnected Media\u2019s strategic approach and deep understanding of the local market are helping us share our story with more families across Australia and New Zealand. Our partnership is an exciting step forward as we continue to grow the Tonies community and inspire imagination through screen-free play,\u201d added Lauren Best, senior marketing manager ANZ at tonies.<\/p>\n Publicis takes second place in November\u2019s media round up, taking home the media account for Magnum in a global deal.\u00a0B&T<\/em> understands that Atomic 212 is taking the lead on the account.<\/p>\n It\u2019s an exciting time for Magnum (not least because of Australian summer) with Unilever announcing in September that it would be spinning the ice cream manufacturer off into an independent business\u2014The Magnum Ice Cream Company.<\/p>\n The brand has operated as a standalone unit within Unilever since July this year and will continue to receive backing from the parent company.<\/p>\n It\u2019s a tasty win indeed.<\/p>\n But the winner this month is Dentsu\u2019s iProspect after it won the media account, and a spread of other work with Ticketek.<\/p>\nCreative Agencies<\/h2>\n
Bronze \u2013 Howatson+Company<\/h3>\n
Silver \u2013 VaynerMedia<\/h3>\n
Gold \u2013 Bashful<\/h3>\n
Media Agencies<\/h2>\n
Bronze \u2013 Connected Media<\/h3>\n
Silver \u2013 Publicis Groupe<\/h3>\n
Gold \u2013 iProspect<\/h3>\n