EXCLUSIVE: The Sydney Royal Easter Show (SRES) has handed full creative duties to newly rebranded agency Deepend following a four-way shoot out.

Kelly Stewart, brand manager at the Royal Agricultural Society of NSW, told B&T that Deepend came out on top in the pitch which included incumbent DDI, SapientNitro and BMF.

“Deepend showed an enthusiasm and breadth of thinking during the pitch that really set them apart,” Stewart said.

“Their approach to innovation and the merging of technology with creative really forced us to think about our campaign platform differently.

“The team can’t wait to begin production on what we believe will be a ground breaking year for the Show.”

Deepend has been charged with the brand strategy and creation of all campaign materials for the 2013 show and beyond.

Chris Crammond, Sydney managing partner of Deepend, said the win is testament to the agency’s evolution.

Yesterday B&T reported that the digital creative communications agency had undergone a rebrand to become “business innovators” and to respond to the way digital has permeated clients’ businesses.

“We were up against some strong competition from more traditional agencies, and the win really reinforces our decision to reposition the agency,” Crammond said.

“In embracing the innovation put forward in the pitch, the SRES have shown they are a truly progressive group.

“They are the perfect example of the type of client that Deepend is proud to work with and we are looking forward to a long and successful partnership.”

Media, handled by independent media agency Match Media, and PR duties were not affected by the creative review.

The Sydney Royal Easter Show will take place from March 21 to April 3 next year.

via Bandt