Sunbeam appoints Carat to manage media strategy

By James Wells

SYDNEY: Sunbeam has announced it has appointed media strategy and buying agency, Carat, to manage its $5 million account.

According to Sunbeam chief executive officer, Jonathan Lord, Sunbeam has increased its spend on marketing from $1 million in 2001 to over $5 million in the last financial year.

Lord said as a result of this increase, Sunbeam needed to undertake a review of its media strategy and spend.
Sunbeam was previously using Bellamy Hayden for strategy and Ikon for buying. Sunbeam invited Bellamy Hayden and Carat to participate in this review.

According to Lord, Carat presented a range of tools and resources that would meet the brand’s growing needs across its full portfolio of categories.

“We are the largest spender in the small appliance industry. We need to ensure that in today’s competitive environment we maximise our investment in advertising,” Lord said.

“Sunbeam has been extremely happy with the strategy provided by Bellamy Hayden over the past five years. They’ve played an integral role in the growth of our business, which has included the development of a non-media, experiential coffee strategy. Bellamy Hayden will be retained to continue developing this particular strategy for Sunbeam.

“The increase in our annual above-the-line spend has changed the emphasis from strategy, to buying effectively across a 12-month period.  We believe the consolidation of the bulk of our buying and strategy within the one media house will be more suitable for our future plans.”

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