Horticulture Australia Limited has appointed new start-up retail agency Eleven Communications to work on its upcoming summer fruits campaign.The appointment comes at the same time as the national organisation has appointed Ikon Communications to work on the $3.5m (estimated main media spend) account.
Ikon beat off six other agencies in the pitch and will begin work immediately on the January campaign. Horticulture Australia marketing manager David Chenu said Ikon won the account after demonstrating a “holistic approach” and the “same values and abilities” as the organisation.
For the next campaign Horticulture Australia will focus on point of sale options, which was another reason for Ikon’s success said Chenu. Eleven Communications is a new retail venture by three former IdeaWorks staff Jonathan McCauley, John McLachlan and Ryan Fallowfield.
The trio has previously worked on big retail brands including Westfield, BigW, Mitre 10, and Supercheap Auto.