Defiant wins Emmi Desserts UK creative account

Defiant will develop a communications strategy, brand positioning and creative platform for the desserts business.

Emmi Desserts UK has appointed independent creative agency Defiant following a competitive pitch involving three other agencies.

The agency will work with the Emmi Desserts UK team on a distinctive brand proposition and marketing campaign aimed at increasing visibility in the competitive desserts category.

Defiant to develop Emmi Desserts brand platform

The account builds on an existing relationship between Emmi Desserts' Head of Brand Marketing Hayley Murgett and Defiant, following their previous work together on Clipper Tea.

Hayley Murgett, Head of Brand Marketing, Emmi Desserts: "I have worked with the team at Defiant before on Clipper Tea and am excited to do so again at Emmi Desserts. They really stood out during the pitch process for their unique agency positioning, strategic thinking and creative flair. From the outset, they understood both the commercial opportunity and the brand challenge in a competitive category. They always bring a challenger mindset, infectious energy and ideas that feel genuinely different that I am excited to execute and bring to the market."

Independent agency takes on challenger brief

Defiant founder Will Poskett said the agency and Emmi Desserts UK shared an ambition to challenge established conventions in the category.

Will Poskett, Founder of Defiant: "We loved every moment of the pitch process with Hayley and the brilliant team at Emmi Desserts UK. From day one, there’s been a shared ambition to rip up the rule book and challenge the status quo of the category. It’s also another reflection of the changing shape of our industry, where small independent agencies like ours can compete with, and beat, much bigger agencies to work on some of the most exciting brand opportunities around."

www.emmidesserts.com

www.hellodefiant.com

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