Yamamoto takes on Berkley in North America
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The Yamamoto agency in Minneapolis has been named as the agency of record by Berkley for its Gulp! brand of soft bait. The decision follows a two-month review by Berkley, a division of Pure Fishing.
Yamamoto’s responsibilities will include advertising, digital engagement, social media and experiential marketing elements.
“Yamamoto demonstrated an impressive passion for our category,” said Berkley’s Senior Marketing Manager, North America, Josh Silva.
Gulp! soft bait has scientifically formulated scents and flavours that imitate fishing with livebait. “Yamamoto’s creative ideas demonstrate precisely the direction we want to go with the Gulp! brand,” added Silva.
The account was previously handled by Primer 180, also in Minneapolis.