Swisse cuts last ties with Noisy Beast, the full service agency it built, consolidates with Omnicom and PHD

News 4 Apr 2022 - 1 min read

Swisse cuts last ties with Noisy Beast, the full service agency it built, consolidates with Omnicom and PHD

By Staff writer

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Swisse Noisy Beast Omnicom PHD Melbourne Clemenger Melbourne

After moving creative out of Noisy Beast and into Clemenger, Swisse has handed media to Omnicom stablemate PHD Melbourne. The move ends the relationship that began with maverick CEO Radek Sali's desire for a bespoke, full service agency to serve what was then a small Melbourne brand thinking big.

What you need to know:

PHD Melbourne in, Noisy Beast out.
Move follows management buyout of firm launched at behest of then CEO Radek Sali with former Nine and Ten network execs at the helm.

Swisse has severed ties with Noisy Beast a year after a management buyout that took the full service agency out of the supplements firm’s ownership.

The Collingwood headquartered agency was put together in 2012 at the behest of maverick Swisse CEO Radek Sali, who walked away from the firm’s $1.7bn sale to what is now H&H with $250m in his pocket after taking the company from minnow to global brand with an unashamedly old school approach of big brand TV advertising and big ticket sponsorships.

As Sali took Swisse global, Noisy Beast – co-founded by former Nine Melbourne CEO Paul Waldren and Ten commercial chief Adam Hilton – moved with the firm internationally, taking on more work for other brands, with current clients including Xero, Unisuper, Canstar and Porsche Australia.

The agency undertook a management buyout last April. Three months later, Clemenger was appointed Swisse's creative agency. Now the firm has handed media to PHD Melbourne without a pitch, consolidating duties with its Omnicom stablemate.

Marketing Director Kerrie Wade said the appointment was a “logical step for Swisse and we are already seeing the benefits.”

PHD Melbourne MD, Simon Lawson, said the agency is “excited to formally announce our partnership with Swisse Wellness. They’re a quintessential Melbourne brand and we’re looking forward to using our challenger brand thinking to help them continue to grow”.