Zip Water has appointed Avenue C as its media partner across Australia and New Zealand following a competitive pitch process managed by Tumbleturn Marketing Advisory. The partnership encompasses the Zip Water brand in Australia and Zenith Water in New Zealand.

This move signifies a significant shift towards media consolidation for Zip Water, with the independent media agency set to oversee the entire communications strategy, which includes paid media and collaboration with specialist agencies. These agencies include Eddy Agency for organic social and influencer marketing, Australian Digital for SEO, and Steve Liu for creative initiatives.

The first campaigns under this new partnership are scheduled to launch mid-year. Avenue C, an independent Australian-owned media agency, was founded in 2017. The agency is recognised for its expertise in delivering strategy, planning, and media buying for Australian brands. Each employee at Avenue C brings over a decade of experience, ensuring clients are served by seasoned professionals.

Managing Director ANZ at Zip Water, Mike Abbott, said: “Avenue C impressed us with their strong, integrated approach across media – from social and SEM to influencer and SEO. The team was collaborative, credible, and genuinely committed to our growth. Their pitch showcased a strong creative vision and a clear grasp of our business, giving us confidence that we’d be partnering with the same dedicated people every day. They earned our trust from the start.”

“Each team member spoke with confidence and clarity in their discipline. Their insights were smart, actionable and showed a seasoned understanding of how to scale brands. Their collaborative energy and passion for media was evident – it wasn’t just about metrics, but meaningful growth,” said Abbott.

Digital Director at Avenue C, Paula Lopes, said: “We’re thrilled to partner with a business that blends innovation with purpose and has such a clear growth trajectory, both locally and globally. Zip Water’s marketing team is deeply connected to the brand and brings an exceptional level of strategic leadership,” Lopes said.

“This partnership reflects exactly what Avenue C was built for – collaborating closely to deliver fully integrated, high-impact media solutions. We’re proud to serve as their media village leader and are excited about the journey ahead,” she said.