Masterpet Australia + NZ appoints new agency lineup; The Works Sydney, Match Media + Poem
Masterpet Australia and New Zealand has appointed three agencies to form its first Australia and New Zealand roster. The successful agencies are The Works, which has been appointed lead creative agency, Match Media for the media and digital experience account, and Poem for PR, social media and influencer marketing.
With the first work due out in the market in late 2016, The Works will manage the overall brand strategy, creative and digital for Masterpet and its numerous speciality brands, including Blackhawk and Vitapet. For the first time in the brand’s history, Masterpet is also appointing a media agency; Match Media’s remit will cover all paid media including ATL, digital, SEM and SEO. Poem will handle all social media strategy, community management, influencer identification and management, PR and crisis communications.
Says Gemma Lumieux, marketing director, Masterpet ANZ: “We really value the ability for all our agencies to work together and are extremely excited about the mix of talent and best-in-market experts we now have on board to strengthen our marketing and communications team across key areas as the business expands. We are all passionate pet owners and we focus on making the best products in the market. We are looking forward to our team of agencies helping build a voice of authority for Masterpet and its speciality brands, and an exciting future as partners.”
Says Damian Pincus, founder and creative partner, The Works: “We are thrilled to be working with such a leading company with powerful brands and a passionate team of people who are dedicated to producing the best product in the market. Masterpet has a very strong culture and values around its people and products and that is very compelling to work on.”
Says Zara Cobb, head of planning and knowledge, Match: “Match have a strong history in the Pet Care category and has significant experience with growth brands. As an agency full of animal crazy media specialists this couldn’t have been more of a perfect fit and we are thrilled to be in partnership to help grow the individual MasterPet brands.”
Says Matt Holmes, co-founder, Poem: “Masterpet have a clear direction and love for what they do. We’re looking forward to bringing this to life through several new channels and a host of stories that educate or entertain to spread the word about their brands. It’s a pleasure to be working with a collaborative group of clients and agencies to do this.”