Carat Western Australia, a dentsu company, has been appointed to the Harvest Road Group, a family-owned West Australian integrated Cattle, Beef and Aquaculture business that houses WA brands Harvey Beef and Leeuwin Coast.
Carat will be responsible for media strategy, planning, and buying services across the Harvest Road Group portfolio.
Monica Slack, Harvest Road brand manager said: “We are thrilled to be entering into a strategic partnership with Carat. Carat will help us connect with even more West Australians, to tell our unique and compelling brand stories.
“We were very impressed with the level of strategic thinking that Carat displayed, and we believe they have the right mix of agility, expertise, and resources to support us.
“They clearly demonstrated their proficiency in data insights, media strategy and have a team who are committed to supporting our charge for growth.”
Andrew Forrest acquired meat processing company Harvey Beef in 2014, with the Harvest Road Group growing to concentrate on three core areas: meat, aquaculture and plant-based.
Carat’s client lead Michelle Testa said: “It’s exciting to add a premium brand to our roster and partner with a powerful West Australian business looking to achieve accelerated growth across the country.”
Sophie Park, Harvest Road client manager said: “The team is beyond thrilled to be working with such an iconic Australian brand. We put dentsu’s proprietary planning and geo-mapping tools to the absolute test on this new business approach and were able to demonstrate our capability and new thinking as a result.”
For Carat WA, the appointment follows from the agency securing a partnership with Summit Homes to handle media strategy, planning and buying services in 2024.
“The WA building industry is a dynamic and hugely competitive sector; we look forward to leveraging the agency capability and Carat’s unrivalled understanding of consumers to help Summit Homes Group win in market,” Carat WA managing director Jim Groves, who joined the agency last year, said.
The appointment is effective immediately.