Sorbent appoints Akkomplice as lead creative agency following a competitive pitch

Sorbent, one of Australia’s most well-known and trusted brands, has appointed independent Melbourne agency, Akkomplice as lead strategic and creative partner after a competitive pitch.

The win sees the iconic Aussie brand added to a list of Akkomplice FMCG credentials, alongside the likes of Kellogg’s, Pringles, and Sirena Tuna.

Says Citra Yunika Sihotang, senior brand manager at Sorbent: “Throughout the pitch process, Akkomplice demonstrated strong strategic thinking and a bold creative approach that we are confident will take the Sorbent brand to new heights.”

Says Glenn Dalton, chief creative officer at Akkomplice: “From our early chats with the Sorbent team, it was evident we shared the same ambition to not just remind Australians about Sorbent by rolling out the same playbook, but to reinvigorate the brand for today’s audience. We couldn’t be more excited to be working with such an iconic Australian brand.”

The appointment is the latest in a series this year that kicked off with Mercedes-Benz Trucks in January and the arrival of Dalton as CCO six months ago.