Mondelez-owned cream cheese (or “soft cheese,” as it’s known in the U.K.) brand Philadelphia has appointed London-based agency Karmarama as its lead creative agency across the European region, following a review launched this past October.
The review, which included incumbent JWT, saw Philadelphia tasking agencies with creating a “strategic big brand idea” that could run across Europe, including its lead markets of the U.K., Spain, Italy and Garmeny. Following its appointment, Karamrama has begun working on a long-term strategy and communications platform for the brand which will launch across multiple channels this year.
Incumbent JWT won the £35m creative account without a review in March of 2015. JWT had previously worked with the brand for decades, but lost the account to BBH following a 2013 review. After only one campaign with BBH, Philadelphia brought its creative work in-house and then ultimately returned to its old agency. In it first campaign since reviving its relationship with the client, JWT revived angel characters from the 90s for an effort launched last April.
“Karmarama really impressed us with their strategic agility, showing how they understood our brand and opportunities in a short space of time,” Philadelphia equity marketing manager Zoë Cashin-Howe said in a statement. “They gave us confidence through their fresh thinking approach to a compelling communications platform which could explode into powerful creative working across multiple countries and cultures. We are really looking forward to partnering with Karmarama going forward.”
“We are thrilled to have the opportunity to work with one of the world’s leading global brands across multiple markets to offer the best modern creative work throughout the customer experience,” added Karmarama executive chairman Jon Wilkins.
The appointment follows Karmarama’s acquisition by Accenture Interactive, part of consultancy Accenture Digital, this past November.
The size of the European account is unclear at this time.