The Brooklyn Brothers have won a 7 way pitch to handle the global integrated business for WaterWipes, the world’s purest baby wipes. The agency partnered with sister IPG agency Golin and used IPG’s Open Architecture approach to offer a fully integrated model ‘Team Brooklyn Brothers’ to answer their three briefs – Brand, PR and Media. They were the only full-service agency team partnering together to offer one end to end solution to the WaterWipes brief. Collectively, Team Brooklyn Brothers will now oversee the full global account. The pitch process was run by the AAR who also oversaw the procurement process.
Team Brooklyn Brothers will lead all creative and strategic development of the global brand communications plan and local activations in more than ten markets including advertising, digital, social, content, website and CRM. In response to the PR brief, they will deliver all day-to-day consumer and trade PR including press office, influencer engagement and health care professional (HCP) engagement. Finally, within the Media remit the agency will oversee media planning and buying for the brand across all of their global markets, including Amazon Media Group (AMG), the advertising offer within Amazon’s vendor services.
WaterWipes are the world’s purest baby wipes, they contain 99.9% water and a drop of fruit extract, established in Ireland 9 years ago by a new father, Edward McCloskey. Over the past 3 years the brand has enjoyed phenomenal growth, doubling in size year upon year with ambitions to further expand fivefold to establish itself as the world’s leading sensitive wipe.
Xavier Renaux, Chief Commercial Officer of WaterWipes, said “It has been a thorough but rewarding pitch process and we are very excited to announce our final decision. Team Brooklyn Brothers shone through with their strategic insight, creativity and their ability to present one team capable of handling all three disciplines globally.”
Jackie Stevenson, Founder and Global Managing Director of The Brooklyn Brothers, said: "WaterWipes is a truly innovative company with big expansion plans, they needed an equally innovative approach to building their brands. We’re delighted to have developed one fully integrated solution with our sister agencies who believe in the same brave creativity and earned first thinking we do. Working hand in hand on all three briefs we can now deliver the most impactful and effective approach at every stage of the customer journey and in every market.”
WaterWipes do not have an incumbent global agency, with local markets working with their own creative, PR and media partners. The appointment comes into immediate effect with a plan to roll out global work at the start of 2019.