Bendon appoints YoungShand as new agency across New Zealand and Australian markets

Following a competitive trans-tasman pitch, Bendon has appointed YoungShand as agency for brand, strategy, retail and media, overseeing the full portfolio of brands Bendon, me. by Bendon, Fayreform, Pleasure State, and Lovable.

Says Tracey Hennah, GM marketing and digital, Bendon: “Australia is a vital part of our future, and we need an agency with the strategic and media insights to create work that will thrive in both markets. The team at YoungShand impressed us right from the start with their strategic smarts, market insights, and storytelling. This is an ignition point, and we believe we’ve found the right partner. The Bendon team is hugely excited about the future with YS.”

Says Sue Kipling, executive strategy director, YoungShand: “The lingerie category feels ripe for reinvigoration, so we are thrilled to be partnering with Anna, Tracey and the Bendon team to develop a powerful long-term portfolio strategy for their suite of iconic lingerie brands.”

Says Corey Chalmers, executive creative director, YoungShand: “While Bendon has a strong and beloved heritage in New Zealand, we’re determined to reinvigorate, evolve and grow the brand here and across the ditch. Tracey and the team have challenged us to take their brands into exciting new territories. Challenge accepted.”

The appointment is effective August 1.