Peters Ice Cream confirms appointment of Leo Burnett Melbourne as its new creative agency
Leo Burnett has confirmed the exclusive CB report on Sunday that Peters Ice Cream had appointed the agency to its ad account, in a two-way shoot-out with BMF Melbourne, effective immediately.
The appointment of Leo Burnett coincides with a recent change in ownership of the Peters business. Peters was acquired by Australian private equity group Pacific Equity Partners in August 2012.
CB understands the troubled incumbent was not invited to repitch.
One source told CB that DDB, on the original shortlist, missed the cut, which would be a disappointment given the agency’s ECD Darren Spiller, who joined in August last year, played such an integral role on the award-winning account when he was national ECD at Publicis Mojo.
The pitch comes in the wake of the appointment of Stephen Audsley to the chief executive officer role at Peters Ice Cream in November, three months after Nestlé sold the business to Pacific Equity Partners (PEP) in August, 2012.
Prior to Peters, Audsley was CEO of Breville Group for four years and before that spent 16 years at Pacific brands, which owned Peters Ice Cream until 1995 when it sold the business to Nestlé. He also has ten years’ experience managing such brands such as Adidas and Dunlop/Slazenger.
Says Emma Jane Collins, Peters marketing director: “We are delighted to announce our partnership with Leo Burnett. It’s an exciting new chapter for our business, and we see the agency as a key partner to our continued success. Burnett is a great fit for Peters, and we’re really looking forward to their contribution in helping us build our brands”.
Says Melinda Geertz, Leo Burnett Melbourne CEO: “Peters is one of the true iconically Australian brands, and it’s an honour to have this opportunity to partner with them. They are ambitious and energized about their future, and we can’t wait to create some great work together.”
As part of the rebranding, Peters is re-launching their website and expanding some of their online properties. Melbourne-based digital agency, Flint Interactive, has been engaged as their digital partner.
Says Cameron Manderson, managing director Flint Interactive: “We are proud to partner with Peters at such an exciting time. We look forward to working with them and evolving their brands online.”
Peters’ portfolio includes Peters Original, Light & Creamy, Connoisseur, Maxibon, Drumstick, Frosty Fruits, Billabong and Monaco Bar.
9 Comments
Mojo is still the agency of record on the Maxibon brand – arguably the best brand in the portfolio with the best marketing team.
From all reports this is a classic case of the client losing their way on certain brands and using the agency as a scapegoat. The best way to cover up your own incompetence and lack of marketing experience is to cover it up with a new shiny partnership with another agency who is none the wiser. Good luck Leo’s! From what I hear, you’re going to need it!
Streets’ ice creams for everyone!!!
I can bench 150.
Somebody’s ice-cream tastes a bit bitter ^
Feb. 14th
‘Mojo Melbourne goes into receivership’
Feb. 15th
‘Graeme Wills sets up new agency in Melbourne – Happy’
Melinda will deal with it, she’s done it before.
well done Leo’s – Melinda a great job by a great team.
CB, it’s no wonder these comments are filled with negativity. You made your point about Mojo’s position in the pitch for the first time weeks ago, and have proceeded to go on about it time and time again. It does nothing for the people working there, and must damage their chances of getting back on their feet. What’s the point?