The brands that count

CHICKEN Treat has made some big changes to its approach to advertising over the past 12 months.

Following the lead of a number of major advertising clients in Australia, Chicken Treat has left behind the full service agency structure, opting instead to work with a number of suppliers and dodge hefty service commissions.

The decision to leave Marketforce and utilise in-house resources followed the launch of the chicken twists campaign, the most successful campaign developed for the local operator.

At the time of the move, Chicken Treat general manager sales and marketing Kevin Leavy said it was essential to keep looking at the way the business operated and the level of advertising.

“With our in-house strategic knowledge we feel we would rather un-bundle the whole thing and work with independent suppliers,” he said.

Marketforce secured the Chicken Treat account following its acquisition of the Intoto Advertising in 1998.

THE story of the SGIO brand is an all-too-familiar one in the WA marketing and advertising industry.

Despite the strong profile in the local market, the advertising account is heading east following a decision to consolidate the group’s marketing activity.

Parent company Insurance Australia Group undertook a strategic review with five agencies to decide the future of their two retail insurance brands – NRMA and SGIO. Until now, Saatchi & Saatchi in Sydney has looked after the NRMA advertising account.

It’s a common tale for national brands in WA, which over the years have slowly moved east, robbing the local market of vital revenue. Although the move is not entirely unexpected, it remains a disappointing loss for Marketforce.

The move suggests that Insurance Australia Group perceives no value in working with a local supplier to develop advertising material for this market.

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