Australian apparel brand Bonds has appointed Special Group Australia as its creative agency of record, following a closed pitch process.
As a result Special Group will work across all aspects of Bonds’ brand and marketing communications alongside other agency partners OMD, The ARC Factory, and Two Birds Talking.
“The team at Special Group feel a great deal of personal affection for Bonds and a big sense of responsibility to make it as loved in the future as it has been in the past," Special Group CEO Lindsey Evans says.
"Bonds have an ambition to co-create a more comfortable, inclusive world for all of us and we are incredibly proud to help them on that journey.”
The creative account was previously held by Leo Burnett for the last six years.
Emily Small, GM of brands at Bonds' parent company Hanes Australasia, says the brand is proud of the work it has done with Leo Burnett.
"It was time for us to take a different strategic approach and the thinking and creativity demonstrated by Special Group during the closed pitch process was hard to walk away from," Small says.
"We are also excited to reunite with so many of the Special Group team who have worked with the Bonds brand in the past.”
Leo Burnett Australia CEO Melinda Geertz wished all the best for the brand.
“We’re proud of the work we’ve created with Emily and her team, and the impact of our partnership over the last six years," Geertz says.
"We’ve helped evolve the ever-iconic Bonds brand, giving it a more dynamic, diverse and contemporary perspective. It’s been a fantastic journey, and we wish everyone at Bonds all the best in the future.”
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