Tonies taps 303 MullenLowe as integrated agency for AUNZ market entry

Tonies taps 303 MullenLowe as integrated agency for AU:NZ market entry

Karen Coleman: “Launching into a new market takes a range of capabilities.”

Award-winning global children’s audio storytelling brand Tonies has selected 303 MullenLowe as its integrated trans-Tasman agency of record, marking its entry into the Australian and New Zealand market in 2024. 

303 MullenLowe will oversee all local marketing activities for Tonies, including strategy, creative, brand positioning, social media, public relations, influencer partnerships, content creation, events, and production.

See also: 303 MullenLowe taps Akkomplice’s Sara Oteri to lead Perth creative team as Damian Royce departs

Tonies market lead for Australia and New Zealand Ulrike Becker said: “We were impressed by 303 MullenLowe’s breadth of capabilities and felt a strong cultural fit.

“We’re looking forward to working with a team that truly understands our brand and audience, and that can provide all our marketing requirements under one roof.”

Karen Coleman, managing director of 303 MullenLowe Sydney, added: “We are incredibly excited to be partnering with Tonies as it brings its outstanding children’s audio system into the local market, and into Australian and New Zealand homes.

“Launching into a new market takes a range of capabilities and we are delighted to be able to offer Tonies a fully integrated offering.

“It’s an outstanding product and with local know-how, Tonies will no doubt become a brand that resonates with parents and children alike here in Australia and New Zealand as it has done around the globe.”

The win is the first since 303 MullenLowe Sydney announced a restructuring of its senior leadership team, with Joanna Gray promoted to the newly established position of Sydney CEO, and Coleman appointed as Sydney managing director.

Attivo Group, the New Zealand-based marketing services company that owns 303 MullenLowe in Australia, reported last year it would be continuing its international expansion plans by acquiring US advertising agencies Deutsch New York and Hill Holliday. 

See also: 303 MullenLowe Sydney names Joanna Gray CEO, Karen Coleman MD in leadership restructure

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