May 19, 2006 - by Katie Chatfield
realconnections key to southern growth
MELBOURNE: Media strategy agency bellamyhayden will officially launch its Melbourne office next week, after securing the planning business for dairy giant National Foods.
bellamyhayden partner Simon Bellamy said the Melbourne operation would not be just a "satellite" office, but will use the company's realconnections tools to chase projects and new clients.
"Growing the office is vital," Bellamy said. "The trick is not to have a satellite office, but a fully fledged Melbourne presence."
The agency has secured premises across the road from its founding client, and its first full-time staffer, Clara Martello, joins as a strategist on the National Foods account from MindShare Melbourne. Another staff appointment, possibly an implementation planner, will be announced next week.
bellamyhayden picked up the National Foods business earlier this year, along with Publicis' new media venture, MediaVest, which will handle media buying.
Bellamy said Melbourne is a conservative market, but one with a groundswell of clients looking for independent media strategy.
He said the office had already secured its first realconnections project for Australasian manufacturing and marketing group GUD.
"We're not necessarily looking to destabilise relationships, but clients are looking for a truly independent view of things. A lot of business is internationally aligned and clients are warming to independent downstream executions," he said.
First launched in Sydney in November 2000, bellamyhayden has grown to an agency with around 16 full-time employees, and counts AMF Bowling, Sunbeam, Electrolux, Meat & Livestock Australia and, most recently, Sony Consumer Electronics among its clients.
The agency's Melbourne expansion also coincides with plans to push into Asia if a major client deal is successful. It has reportedly made the shortlist for the Pepsi business in Singapore.
Story by: Matthew Eaton Adnews- 19 May 2006