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 Campbell Arnott’s appoints Publicis Groupe as agency partner for APAC region


Builds on Integrated Communications Model to Position Business for the Future

Campbell Arnott’s today announced the appointment of Publicis Groupe as the key agency partner for Asia Pacific (APAC) – Australia, New Zealand, Malaysia and Indonesia – across creative, media planning and buying, digital, public relations and shopper marketing.

This announcement supports Campbell Soup Company’s simultaneous statement which also sees Publicis Groupe appointed as the lead agency network for U.S. Retail and Canada – across creative, media planning and buying, digital, technology and consumer promotion business.

The appointment of Publicis as the sole holding agency across Campbell Arnott’s APAC roster is driven by the demand for a channel-agnostic, regionally led approach, supported by a horizontal P&L. This simplified partnership builds on the integrated agency model implemented locally in 2015, ensuring Campbell Arnott’s continues to deliver world class marketing solutions.

Publicis Groupe, the third largest communications company in the world, will leverage its unique assets in creativity, media, public relations, data and technology to deliver high-level campaigns that will directly impact how Campbell Arnott’s brands engage with their consumers. Publicis will provide integrated experiences and through-the-line marketing to increase both relevancy and engagement with consumers throughout their purchasing journey.

This leading model will allow Campbell Arnott’s to leverage Publicis’ entire suite of marketing services and increase agency accountability, whilst entrusting an agile, results-driven approach versus a more traditional marketing model.

David McNeil, Vice President of Marketing, Campbell Arnott’s APAC said, “We’re excited to partner with Publicis to help us take the next step toward building APAC’s most innovative and truly integrated agency model. In today’s fast paced, highly connected environment, having all our consumer conversations housed under one roof will ensure we receive seamless, integrated solutions that bring valuable, tangible commercial benefits to the organisation.”

“Over the past three years, we have revolutionised our approach to creative marketing by taking several steps towards a comprehensive agency roster. A consolidated partnership with Publicis will deliver multiple efficiencies and maximise our communications channels to increase engagement amongst current consumers whilst recruiting new brand advocates.”

Loris Nold, Publicis CEO of Publicis Groupe APAC said, “Publicis is extremely excited to be joining Campbell Arnott’s as their holding agency partner, both here in APAC and in North America. For a long time, we have believed in our model to deliver integrated communications solutions, tailored to individual regions, housed under one roof. The Campbell Arnott’s brands in APAC are powerful, unique brands full of equity and heritage. They have a rich, abundant past and we are thrilled to be a part of their future.”



  • Campbell Arnott’s: Australia, New Zealand, Malaysia, Indonesia

Scope of work:

  • Strategy, creative, digital, media planning and buying, public relations, shopper marketing

The majority of Campbell Arnott’s Australian agency business was previously held by Clemenger Group under The Kitchen Table for creative and Wavemaker (formally MEC) for media planning and buying. In New Zealand, these roles were held by Y&R and Y&R Media respectively. “Together with Clemenger and Wavemaker, Australia and Y&R New Zealand, we have delivered many successful campaigns. We thank these agency partners for their outstanding commitment to building our brands in ANZ,” said McNeil.

Publicis Groupe was awarded the Campbell Arnott’s APAC business following a local, intensive three-month Request for Proposal process. A parallel pitch process was undertaken in North America. The transition to the new model will begin immediately in all markets.

About Campbell Arnott’s

Campbell Arnott’s is driven and inspired by our Purpose, “Real food that matters for life’s moments.” We make a range of high-quality soups and simple meals, beverages, snacks and biscuits.

For generations, people have trusted the Campbell Soup Company to provide authentic, flavoursome and readily available foods and beverages that connect them to each other, to warm memories and to what’s important today. Campbell’s Australia has been an active, long-term supporter of Foodbank, donating thousands of cans of soup to those in need through projects such as the Soup Exchange.

Arnott’s has been connecting Australians through the sharing of a biscuit for over 150 years, and believe there is no substitute for quality. Arnott’s proudly employs over 2000 Australians and more than 99 percent of its products sold in Australia are manufactured locally using many Australian ingredients. Arnott’s supports farmers and local businesses, spending $500 million each year on Australian raw ingredients, packaging and other services. Arnott’s believes Australia’s future is in our families. Each year, the Arnott’s Foundation makes significant, positive contributions to the families and community that have supported us over the years.

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