Mindshare wins $15m Blackmores media account

News Plus 18 May 2022 - 1 min read

Mindshare wins $15m Blackmores media account

By Brendan Coyne - Editor

Blackmores in October released its first big brand campaign in four years via The Monkeys.

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Tags: Blackmores Mindshare Media investment

Mindshare has won the Blackmores media account, with the vitamins firm pushing its master brand overhaul both domestically and into Apac. The account had been held by Omnicom's Hearts & Science.

What you need to know:

Blackmores media buying now held by Mindshare.
Hearts & Science previous incumbent.

Mindshare has won Blackmores media account, Mi3 understands. The previous incumbent was Hearts & Science, which subsumed Omnicom-owned m2m when launching in Australia in 2019.

The vitamins and supplements business is thought to be worth between $15m in media spend after refocusing its brand in recent months, with a strong focus on TV, digital and path to purchase.

Blackmores operates across 13 markets and last year launched a master brand overhaul under CMO Joanne Smith. Delivered by The Monkeys, which holds the creative account locally, the brand platform is this year being pushed into Apac markets.

Blackmores did not respond to requests for comment prior to press. Mindshare declined to comment. However, publishers have indicated that bookings for the business are now coming via the GroupM owned business.

Prior to Hearts & Science the account in recent years has been held by agencies including Match, Ikon and MediaCom, all of which have since been acquired or merged.