Schweppes is reviewing its creative agency arrangements with a view to move to a roster model so it can have Melbourne's “best minds on its biggest problems.”
The brand currently works with GPY&R Melbourne on creative and with Carat on the media side.
Schweppes GM of marketing Troy McKinna said that at this stage it is just lead creative agency work in scope and that media would not be impacted by the review.
“We feel the old retainer model is not producing the results we require so we're exploring a new model,” McKinna said.
“We like the idea of having a roster of Melbourne's most creative agencies so we can get the best minds on our biggest problems.”
McKinna said that the review is not a pitch in the traditional sense, where agencies do their best work for free in the hope of winning the business, but noted it will be developing a more innovative remuneration model to make it equitable.
He said Schweppes is also building an internal capability program to support the process.
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