Bellamy’s Organic appoints Whybin\TBWA Sydney as its new integrated agency partner

Following a formal review process, Bellamy’s Organic has appointed Whybin\TBWA Sydney as its new integrated agency partner across Asia Pacific.

Headquartered out of Sydney, Whybin\TBWA Sydney will be jointly developing the global brand strategy, all integrated communications including new product development. Included in its remit will be corporate and consumer PR led by FleishmanHillard and shopper marketing led by Integer. 

This marks a new era for Bellamy’s Organic, who have experienced phenomenal growth since its expansion into Asia. Since listing the company on the ASX in 2014, shares have increased as much as 570% over the past 12 months, giving the company a market capitalisation of $1.288 billion.  Based in Tasmania, Bellamy’s Organic is the only brand to manufacture organic baby formula made in Australia. The company’s product range also includes toddler milk, baby porridge, teething rusks, toddler snacks and ready to serve baby meals.

Says Chris Sherbon, chief marketing officer, Bellamy’s Organic: “This appointment was a strategic move in the evolution of the Bellamy’s brand and business. We were extremely impressed by Whybin\TBWA Sydney’s breadth and depth of experience; collectively they demonstrated a true understanding of our business, and we felt they could help drive the company in the right direction.”

Says Nitsa Lotus, general manager, Whybin\TBWA Sydney: “We are thrilled to be working with Bellamy’s Organic – they are a perfect cultural fit, and have been a genuine partner from the get-go. Bellamy’s Organic are accessing a truly integrated model with a cross functional team, stretching from traditional brand planning to PR, social content delivery and shopper marketing.”

Says Paul Bradbury, CEO, Whybin\TBWA Australia and New Zealand: “2016 is shaping up to be an exciting year for Whybin\TBWA in both Sydney and Melbourne. The very recent wins of Bellamy’s Organic, Go Daddy and Virgin Mobile in Sydney, plus a high profile Federal Government appointment in Melbourne, provide brilliant strategic and creative opportunities to create cultural impact.”