Uncle Tobys extends Ogilvy Australia’s remit beyond snacks to cereal brands
Following a competitive pitch, Ogilvy Australia has extended its relationship with Nestlé to undertake a range of work for the Uncle Tobys masterbrand and cereals business.
The agency has worked on Uncle Tobys Snacks for more than 15 years, and its expanded remit now includes leading the Uncle Tobys Masterbrand development and executing a suite of work for sub-brands such as Traditional Oats, Oat Sachets, Plus and Breakfast Bakes.
The win marks the first work with its Masterbrand and Cereals portfolio.
Says David Fox, CEO, Ogilvy Australia: “We’re incredibly proud of the work we have undertaken for Uncle Tobys over the past 15 years. We are now equally excited to use that experience in developing the new Masterbrand positioning for one of Australia’s truly iconic brands.”
Says Michelle Katz, head of marketing, CPW: “We are thrilled to be working with Ogilvy, and with the team now partnering with us across the entire Uncle Tobys brand we are excited about the future for this iconic Aussie brand.”
Work begins immediately.
11 Comments
So, Uncle Toby’s held a “competitive pitch” which no doubt other agencies poured their time, money and energy into just for the account to be given to Ogilvy – an agency they already worked with on other brands? Uh, does anyone else see the problem with this?
How is that relevant to anything? Companies do that all the time. Sounds like you’re from an agency that lost.
No.
A competitive pitch is a competitive pitch.
Do I love them? Not at all, but not sure what difference it makes if an agency is on the books already, or not..?
we were on the pitch we did a nice idea. If the idea from Ogilvy is good it was there to be won and they won. If it’s not then it wasn’t and they did.
Another McCann loss
Why make other agencies go through the pain?
Why make Oglivy go through the unnecessary pain too?
Waste of time.
Let’s see if the work was worth it.
Who cares!!??!
@US
If you think pitches are won on the strength of the work alone, you are incredibly naive. Chemistry, capability and cost are equally as important as the creative.
@Pitch Doctor,
Nestle have worked with Oglivy for years so surely they understand the ‘chemistry, capability and cost’ of their partner already right?
So this must have been about the Creative, yeah?
Or, are you suggesting Nestle just wanted to mingle and go on dates with other agencies to see if they are missing out on a better relationship?
Either that, or they used this pitch to get Oglivy to lower their costs further?
was because the output from McCann wasn’t good enough. Simple. They made that agency into a basket case over the past two years.