The Cheesecake Shop appoints Publicis Melbourne as new creative agency partner
Australian retail franchise The Cheesecake Shop, has appointed Publicis Melbourne as creative agency. The appointment is effective immediately.
Publicis was appointed to the business after a competitive pitch and starts work initially on a pre-Christmas campaign for the Cheesecake Shop then on to brand positioning work into 2017.
The Cheesecake Shop was founded by brothers Warwick and Robert Konopacki in 1991 and now has 200 retail bakeries across Australia and New Zealand, as well as retail presence in the UK and Poland.
Says Avril-Summer Cusack (above, left), national marketing manager, The Cheesecake Shop: “In the competitive process we were impressed with the level of knowledge, insight, energy and creativity that the Publicis team displayed. We’re really looking forward to a deep relationship with Publicis, telling our story of quality, care and the pleasure that sharing a great hand-crafted cake brings.”
Says Georgie Pownall (above, right), general manager, Publicis Melbourne: “The Cheesecake Shop team have total commitment and passion to communicating the quality and consistency of their products and we are focused on helping them tell their story. Just the fact that all cakes are baked and decorated in store really signals that commitment. Plus, who doesn’t like cake?!”
7 Comments
Hey Campaign Brief, It think this is an old press release, everything about it makes me think it was meant to be released in 1994.
Does the Cheesecake Shop have a presence in Peppermint Grove?
Stop being a twat anonymous “Doc!”. F’ing Idiot. Is a good win and a great brand to work on I imagine. Well done to all involved. 🙂
The fact that there was a ‘competitive pitch’ for a bleeding cheescake shop and that Publicis – a multiational agency – won it, should give those of you who don’t know an insight into the current economy and life as an independent creative agency.
One year from now – when the juniors at Publicis have been put on and then lost the business – this brand will pitch again. And again. And again.
Until the economy recovers, multinationals stop pitching for the scraps that are out there to pay for thie long lunches and exorbitant salaries, and the client hires an independent agency that puts customer service and creativity at the forefront of its offering. Just sayin’.
Correct! I’d question the long lunches comment but the rest is the absolute truth. How The Cheesecake Shop has time/knowledge to manage a pitch process is also surprising unless of course they hired a P3 or similar, but that would cost a lot of cheesecakes. Anyway good luck all round. Gotta run, we’re pitching on a Mrs Field’s Cookies’ project.
Well said, SotN, but fark … Publicis need the money.
the work will be as bad as their cakes.