Matthew Miller
Nov 26, 2018

Vegemite maker moves media from Carat to Thinkerbell

Melbourne agency will handle planning and buying for all of the company's brands.

Thinkerball launched a major Vegemite campaign in August
Thinkerball launched a major Vegemite campaign in August

Bega, the maker of Australian staple Vegemite, is consolidating media into its existing creative and strategy agency, Melbourne-based Thinkerbell. 

Starting in 2019, Thinkerbell's remit will expand to include media planning and buying for all Bega brands, including Vegemite, Bega Peanut Butter, Picky Picky, Farmer’s Table and ZoOsh.

Carat had held the media planning and buying for the past 10 years, both prior to and after Bega acquired Vegemite and a number of other brands from Mondelez in 2017, according to the brand.

"The main advantages for our clients are twofold," Adam Ferrier, Thinkerbell's co-founder and 'chief thinker', told Campaign Asia-Pacific. "Firstly, they now have just one, aligned contact point for communications strategy and thinking on the agency side. Secondly, this alignment helps in reducing overlap and costs, creating a more efficient way of working."  

Thinkerbell will be bringing on "additional media thinking" as a result of the win, Ferrier added. 

The change acknowledges a partnership Bega has been building with Thinkerbell over the course of the year, after its appointment as strategy and creative agency in March, Ben Hill, Bega marketing director, said in a media release.

“Since launching the ‘Tastes Like Australia’ Vegemite campaign together this year, we have enjoyed
growing both our businesses and business partnership," Hill said. “For us, it makes sense to have all our creative and media thinking under the one roof. We believe creative, strategy and media planning should work cohesively and be seamlessly integrated. It makes sense to have one partner and the results we have been achieving with Thinkerbell this year give us full confidence we have made the right decision.”

Ferrier and two partners, all veterans of Cummins & Partners, established Thinkerbell 18 months ago. The agency received an investment from PwC in August last year.

From the archives: Thinkerbell

As The Ad World Turns: What role do consultants play?
If the ad business is a soap opera with sinking ratings, what do we make of the recent entrance of consultancies?

In this campaign, there are literally no excuses for abuse
Perpetrators and victims try to explain away abusive behaviour, but this Australian campaign for a non-profit organisation won't let them.

Brilliant anti-sexism campaign weaponises retargeting
People who fail to rebuke a sexist will keep on seeing him in ads, while those who click to shut him down will be rewarded.

Tourism Australia extends 'Dundee' gag with 'on set' video starring Luke Hemsworth
"The original Hemsworth" invites you to visit the non-existent movie's amazingly true-to-life "set".



Related Articles

Just Published

6 hours ago

Publicis.Poke to help employees facing the menopause

Policy aims to break down taboo of speaking about the menopause at work.

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.