Australia – SharkNinja is sharpening its creative firepower as the company has appointed Howatson+Company as creative agency of record for Australia and New Zealand, tasking the independent shop with supporting the next phase of brand growth across the region.
The appointment follows SharkNinja’s transition away from its previous distributor-led structure in ANZ in 2023, a move that gave the company greater direct control over marketing, retail strategy, and customer engagement in one of Asia-Pacific’s most competitive consumer electronics and home appliance markets.
Since then, the company’s two flagship brands—Shark and Ninja—have expanded aggressively across Australian retail shelves and social feeds alike, fuelled by the region’s appetite for premium-but-accessible household technology.
In recent years, products such as air fryers, blenders, coffee machines, and cordless vacuums have evolved from functional appliances into lifestyle status symbols heavily shaped by TikTok demonstrations, creator reviews, and performance-led digital advertising.
Aby Shukla, Managing Director of SharkNinja Pty. Ltd., said the agency stood out for its customer understanding and strategic approach.
“The Howatson+Company team impressed us with their understanding of the customer, full funnel comms planning and creative impact,” Shukla said.
“At each stage of the process, they demonstrated their perfect cultural fit with our business. We’re excited to welcome them to the SharkNinja ANZ family,” he added.
For Howatson+Company, the account marks another significant addition in Australia’s tightly contested independent agency sector, where local firms continue trying to outmanoeuvre global holding groups by positioning themselves as faster-moving and culturally sharper partners.
“We are delighted to partner with Aby, Ben, and the SharkNinja ANZ team,” said Chris Howatson, Founder and Chief Executive Officer of Howatson+Company.
“Their products are beautiful and functional. They’re solving needs and creating new wants. And their ambition is unmatched in the category,” Howatson said.
“We’re proud to support their next phase of growth,” he added.
Howatson+Company will join SharkNinja’s existing agency roster in the region, working alongside VaynerMedia, Dentsu, and The Haus.
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