Modibodi hired Bread Agency

2024 · Period and leakproof underwear, global

Modibodi runs Australia, New Zealand, the UK, France and Germany, so content and creators had to work in five markets and three languages.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

"Bread Agency's remit will cover social strategy, content creation and influencer marketing through always-on and campaign work." The markets named are Australia, New Zealand, the UK, France and Germany.

Who says so	AdNews and Campaign Brief with the identical remit line, plus Ragtrader and Branding in Asia the same week. Modibodi's own executive director is quoted. Read it
A second source	Campaign Brief, 31 January 2024, carries the same appointment and the identical remit line: social strategy, content creation and influencer marketing through always-on and campaign work. Ragtrader and Branding in Asia reported it the same week.
What the agency was asked to do	Not published as a quoted brief. On record: Bread Agency's remit covers social strategy, content creation and influencer marketing, across always-on and campaign work, for Australia, New Zealand, the UK, France and Germany.
How that happened	AdNews reports the appointment but does not say whether there was a pitch, who else was considered, or who the incumbent was. Modibodi had appointed Zenith Australia for performance media the year before, and Howatson+Company had made a TikTok launch film for its ModiBasics range, so the social account sat alongside two other agency relationships.
How long it took	Announced 30 to 31 January 2024. No contract length published.

Watch out for: Nothing in the appointment story says there was a pitch, so do not describe it as a win over named rivals. The Facebook ad removal is from 2020 and from a separate Adweek report; it is context for the category, not part of this brief. The account is social first, with influencer marketing named as one of three parts, so do not call Bread an influencer agency of record.

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