SMEG appoints Yango as media agency

SMEG has appointed independent media agency Yango as its media strategy, planning and buying partner.

The appointment follows a pitch process and will see Yango take on paid media strategy, channel planning and buying for the premium appliance brand.

Francesca Cissell, head of marketing at SMEG, said the brand was looking for a media partner that understood its premium positioning.

“SMEG is a brand built on a simple but enduring belief: that appliances should be as beautiful as they are functional,” Cissell said.

“We've set an ambitious agenda for the Australian market and when looking for a media partner, we needed an agency that could match that ambition, one that truly understands our premium positioning and could translate it into smart, data-led media solutions that drive real commercial outcomes.”

Cissell said Yango would form part of SMEG’s broader agency village.

“Yango's strategic thinking and independent approach stood out immediately,” she said.

“We're not just appointing an agency, we're building an agency village where our partners are a genuine extension of our team, and Yango is a significant part of that.”

Amy Carr, managing director at Yango, said the agency would support SMEG’s next phase of growth in Australia.

“SMEG is an iconic brand that perfectly blends world-class technology with beautiful, unmistakable design,” Carr said.

Work on the account has commenced, with Yango developing SMEG media campaigns for the second half of the year.