A customer loyalty program, Flybuys has transferred its media buying account to full-service independent agency Thinkerbell, ending its relationship with OMD, Mumbrella can reveal.
The move comes a fortnight after OMD was rebranded by Coles as part of its new bespoke ‘Smith Street’ agency to service the supermarket going forward. Coles Group owns 50% of Flybuys, with Westfamrers owning the other half.
Thinkerbell was selected as Flybuys’ new media agency after a competitive sourcing process, which saw several agencies field a “cross-functional team” at Flybuys. It is understood that the licensee, OMD, and its licensee creative and PR agency, CHEP Network, were both competing for the account.
The brand said the appointment was made as it prepares to embark on a “significant brand evolution process over the next 12 months”, with the contract concluded for two years. Mumbrella inquired further about the details of this upcoming brand evolution.
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Jarrod Flood, Head of Marketing at Flybuys, said, “We are delighted to welcome Thinkerbell to our Flybuys agency mix. Margie, Adam and the team are well positioned to support Flybuys as we enter this phase of our journey and strengthen our unique position by providing more value to our members.
CEO of Thinkerbell, Margie Reid
“We enter this next chapter with tremendous respect for the OMD team, and thank them for their support over the years.”
Thinkerbell CEO Margie Reid said, “We are delighted to partner with Flybuys and ensure that more Australians continue to enjoy the rewards of Flybuys and their partners. We will work together to bring measured magic to Flybuys.
The account will move to Thinkerbell next month.
Flybuys last changed its list of agencies in 2019, naming the CHEP network to a consolidated account which included creative, brand, digital, CX, UX, CRM, content and networks social. The brand said there are no other changes to its roster at this time.
This came shortly after Coles split from Wesfarmers in November 2018, which saw Flybuys become an independent business between the two companies thereafter.
Last week at the Mumbrella Awards, Thinkerbell won Full-Service Agency of the Year for the second year in a row, alongside Independent Agency of the Year.
Flybuys has over eight million active users, with customers able to collect points with over 25 partners. Points for the loyalty program are collected at Coles Group brands including Coles Supermarkets, Coles Express, Liquorland and Coles Insurance, and Wesfarmers brands including Kmart, Target, Bunnings Warehouse, Officeworks and catch.com.au .
