Bonds appoints Special Group as creative agency taking over from incumbent agency Leo Burnett

Iconic Australian brand Bonds has appointed Special Group Australia as its creative agency of record, following a closed pitch process. The incumbent agency was Leo Burnett Melbourne.

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.

Says Emily Small, general manager – GM brands, Hanes Australasia: “We are incredibly proud of the work we created together with Leo Burnett who are one of the most collaborative agencies we have worked with. 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.  We are also excited to reunite with so many of the Special Group team who have worked with the Bonds brand in the past.”

Says Lindsey Evans, CEO, Special Group Australia: “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. 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.”

Says Melinda Geertz, CEO, Leo Burnett Australia, said: “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. 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.”