Akkomplice wins creative account for Darrell Lea

This article was posted on Mumbrella on 10. May 2019.

Independent creative agency Akkomplice has won the creative account for iconic Australian confectionary brand Darrell Lea, taking on the role of lead agency.

Akkomplice - Darrell Lea

Darrell Lea fell into administration in 2012 and was bought by Queensland based company VIP Petfoods. In January 2018, the confectionery brand was bought by Quadrant Private Equity. Since the acquisition, Darrell Lea has purchased the iconic Life Savers product from Nestle and healthy snack brands The Bar Counter, Think Food Munch and Well Naturally.

Akkomplice will be taking on the creative work for the Darrell Lea confectionary, producing bold-multichannel work to relaunch the brand in Australia.

Darrell Lea’s new direction in creative follows the appointment of Tim Stanford as marketing director, who is a former marketing director at Cadbury.

Stanford said in a statement: “We were looking for the best creative partner available and Akkomplice just understood our us from the get-go. We’ve thrown a lot at them in a short amount of time, but they asked the right questions and came back with brilliant creative that we can’t wait to see come to life.”

Founder and creative director of Akkomplice, Kenny Hill stated: “We love ambitious clients like Darrell Lea who don’t want a ‘business as usual’ approach and the brief we received is an absolute corker. The whole team here is loving the opportunity to get our teeth into such a terrific Australian brand.”

Darrell Lea joins the list of Akkomplice’s latest business wins including PringlesMadame Flavour Tea and Freightliner.

Media planning and buying will be handled by Rapid Media.

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