Forty Winks has switched creative and media agencies, dislodging AJF and Hearts & Science.
The bedding retailer has appointed Akcelo creative agency and Hatched media agency following an extensive and competitive pitch process.
Damian Lucas, national advertising and marketing manager at Forty Winks, says the retailer has been busy doing a lot of strategic work to ensure the business and brand is fit for the future and continues to be a leader in market.
"Now more than ever, Australians understand the value of a good night’s sleep and the impact it has on our health and like always, we’re ready to help them get the sleep they deserve – Akcelo and Hatched will be excellent partners to ensure we communicate and deliver on this promise,” Lucas says.
Akcelo Melbourne will lead the development of integrated marketing campaigns and brand experiences. Hatched will be responsible for driving media strategy, planning, and buying efforts.
"We are thrilled to welcome Akcelo and Hatched into the Forty Winks business and marketing team," says Lucas.
"Both agencies demonstrated an innovative approach to creative and media and an incredible hunger to help us drive our business forward.
"It was a tough decision to make after reviewing submissions of the highest calibre from Australia’s best media and advertising outfits, but both management and the board were unanimous in the decision to select Akcelo and Hatched."
Aden Hepburn, CEO at Akcelo, is excited to be working with Forty Winks and Hatched.
"Together, we will create and scale a unique brand platform that helps drive a new phase of growth for an incredibly iconic Australian brand and build on that to create a world-class brand experience for Forty Winks into the future," he says
Stephen Fisher, CEO at Hatched, says it's all about enduring partnerships.
"Together with Forty Winks, we have a plan for a sustained brand strategy that, through the right blend of brand and retail, hits the bottom line and will secure a larger market share," he says. "We’re looking forward to getting stuck in.”
Forty Winks thanked the previous agencies. “On behalf of Forty Winks, I’d like to extend my gratitude to both the AJF Partnership and Hearts and Science, who collaborated with us over a number of years having both made a valuable contribution to our marketing efforts in that time,” Lucas says.
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