Booktopia starts new chapter, appoints first-ever media agency
One of Australia’s largest online bookstores, Booktopia, has appointed its first-ever media agency of record, following a competitive pitch process.
Hatched has been appointed to the brand’s strategic communications and media, where it will develop targeted strategies to connect Booktopia with pop culture.
The agency’s remit also includes a full SEO audit, as well as an overhaul of Booktopia’s website framework and content ecosystem.
It will also build, manage and optimise advertising inventory across the brand’s owned media assets – which aims to create and drive a new high-margin revenue stream, improving Booktopia’s position in the retail media space.
Adam Freedman, head of brand and communications at Booktopia, said: “Hatched presented a compelling strategic proposition that demonstrated a solid understanding of the business and category as well as the challenges and opportunities for us to navigate.
“The team provides a one-stop solution across several important disciplines that will form an important part of the evolution of our customer experience,” he continued. “This will help us to deliver on our overarching mission to be Australia’s bookstore of choice.”
Hatched’s managing partner, Catherine Edghill, added: “Booktopia is exactly the type of client we love working with. We’re excited for the opportunity to set them up for future success.
“To do this, we will utilise our complete suite of products and capabilities to drive influence across the entire customer journey. We’re thrilled Booktopia sees the benefit of an end-to-end approach inclusive of retail media,” she said.
“Game on.”
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