Wynstan and Victory Blinds Appoint Optimise Media as Consolidated Agency
Wynstan and Victory Blinds consolidate media strategy with Optimise Media, balancing performance-driven growth with protection of iconic brand assets built over decades.
Wynstan and Victory Blinds have appointed Sydney and Melbourne-based Optimise Media as their consolidated media agency, marking a significant transition for two brands built on decades of audio brand recognition. The appointment, effective this month, follows a competitive pitch process focused on balancing performance-driven media strategy with protection of iconic creative assets.
Wynstan Blinds, serving Australian homeowners for 58 years, is widely recognized for its "Wynstan with a Y" jingle that has driven brand awareness for over 20 years. The company visits more than 65,000 homes annually across New South Wales and Victoria through complimentary in-home consultations. Victory Blinds, established in 1988, built strong brand recognition in Victoria through its own catchy jingle before expanding into Queensland and South Australia.
Agency Selection Prioritizes Heritage Protection
Optimise Media won the account by demonstrating expertise in growing emerging brands while achieving measurable results. The agency's client portfolio includes MONEYME, Grant Thornton, Flooring Xtra and Budgy Smuggler.
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"We are very excited to partner with these two esteemed Australian brands," said Chris Barron, CEO of Optimise Media. "We look forward to helping them both consolidate their leading market positions and continue to grow through intelligent, performance-focused media strategy."
Amelia Taylor of Wynstan emphasized that the winning pitch successfully addressed the challenge of modernizing media approaches without compromising brand equity. "What really stood out about Optimise was their ability to clearly understand where our brands sit in the market today and where we want to go next," Taylor said. "Their pitch, which blended data, performance, and brand strategy, ultimately secured the account. Protecting what makes them iconic, while using performance-led media to drive the next phase of measurable growth."
Evolving Media Landscape Creates New Opportunities
The appointment comes as APAC media channels undergo rapid transformation. Digital Out of Home advertising has surged to number one in both consumer and marketer rankings across Asia-Pacific in 2025, climbing two spots for consumers and entering the top five for marketers. Over 50% of marketers plan to increase online video spending in 2026, while retail media grows fastest at 14.1%.
Netflix leads consumer preference for trustworthy advertising in Asia-Pacific at 37% trust and 35% quality ratings, topping rankings in Korea and Japan. These channel shifts create opportunities for heritage brands to repurpose established creative assets across fragmented touchpoints, from traditional broadcast to streaming platforms, social media and programmatic outdoor advertising.
Heritage Brands Navigate Digital Transformation
The challenge Wynstan and Victory Blinds face reflects broader industry dynamics. Nationwide Insurance evolved its 1964 "On Your Side" jingle to TikTok virality through creator outreach and music education content, demonstrating how 40-plus years of brand asset evolution can span traditional broadcast to social media platforms.
Similarly, The Iconic achieved 10% purchase intent lift and 14% traffic increase during its agency transition to Dentsu Creative by protecting heritage through its "Got You Looking" platform.
The tension between innovation and authenticity becomes particularly acute as 62% of APAC marketers adopt artificial intelligence for efficiency, yet 63% of consumers fear fake advertisements. This creates premium value for genuine, established brand assets like Wynstan's jingle that carry decades of consumer trust.
Optimise Media is an independent agency and one of few Australian media agencies certified carbon neutral under the Federal Government's Climate Active program, focusing on transparency, data insights and senior expertise across digital, broadcast and emerging channels.
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