Creative and performance marketing agency Poison Gas Co. has been appointed exclusive digital agency for Brand Collective’s apparel and footwear portfolio following a four-way pitch.
The win will see the agency work on Brand Collective’s 16-plus apparel and footwear labels including Reebok, Hush Puppies, Review Australia, Shoes & Sox, Superdry and Volley.
The appointment comes after Brand Collective sought an agency partner to deliver long-term brand growth while still driving sales across the diverse labels it owns and licenses for operations spanning retail, ecommerce, wholesale, and marketplace channels.
According to the release, “the small and nimble Poison Gas Co. replaces international giant Mediacom on the Reebok business, after the incumbent resigned the account to take on Nike work globally.”
“I’d seen creative agencies disregarding measurement and lacking accountability for short term results too often,” added Thompson.
“Performance marketing agencies would do the opposite – overcomplicate technical aspects of campaigns, focusing too much on short term wins over sustainable growth. Poison Gas Co. took only the best elements from each approach, mixed them in a test tube, heated them over the fires of passion and ambition (and let’s be honest, a little indignation), and voila – our founding formula was concocted. And that’s what we’ll use for Brand Collective.”
Brand Collective Group General Manager Digital & Marketing, Anna Samkova added, “We are delighted to partner with Poison Gas to elevate our brand’s performance across paid channels. Chris’s passion, industry knowledge and guidance are what we require to propel our growth and optimise the marketing efforts across the entire ecosystem.”
