Hatched has been reappointed as the media agency of record for Bapcor Limited, Asia Pacific's largest provider of vehicle parts, accessories, equipment, service and solutions.

The decision follows a competitive pitch and continues a partnership that began in 2017. Bapcor, with over 5,000 team members across more than 1,000 locations in Australia, New Zealand and Thailand, operates brands including Autobarn, Autopro, Midas, ABS & Opposite Lock.

Hatched will continue to deliver all media services for Bapcor, including strategy, planning, buying and digital media. The agency's identity solution, HatchediD, launched last year, will be utilised to help Bapcor better reach existing and new audiences, drive engagement and effectiveness.

“It’s critical to ensure Bapcor is effectively engaging with existing and emerging audiences more effectively than our competitors. Hatched is the right partner to enable us to achieve this ambition," Bapcor Retail General Manager – Marketing, Simon Davenport, said. "The agency’s strategic planning approach and tech solutions like HatchediD will allow Bapcor to optimise the consumer experience and, in turn, commercial returns through personalisation.”

HatchediD works by taking Bapcor’s first-party data and enriching it through large-scale strategic data partnerships, managed and leveraged with LiveRamp’s proprietary technology. This approach is expected to optimise the consumer experience and, in turn, commercial returns through personalisation.

“We are thrilled to extend our partnership with Simon and his team. Their collaborative spirit and clear vision continue to make for a highly rewarding partnership,” added Hatched General Manager, Rebecca Den Braber.

Hatched, an independent, Australian-owned media agency with a team of 75 people, recently took on media duties for RACGP – the Royal Australian College of General Practitioners. Its client roster includes Forty Winks, Who Gives a Crap, Brown Family Wine Group, Reece, Open Universities Australia, AIA Insurance, Kennards Hire, Vision Super, Moose Toys, CPA Australia, Dairy Australia & Mirvac.