Published on: October 26, 2026
Reload Media has secured the media account of Australian household goods company ICB Group following a competitive pitch. The agency will oversee media strategy, planning and buying for four brands: Multix, Hercules, Earth Rescue and I Was A Milk Bottle, across above-the-line and digital channels.
The appointment also brings in the wider Hardie Grant Media network to deliver creative, content, production and event activation services, providing ICB Group with an integrated marketing solution.
Emily Standley, General Manager of Commercial at Reload Media, said the agency’s proposal was designed to address ICB’s requirements while offering flexibility in how the work could be structured.
“While ICB had planned to manage multiple agencies for the work, we offered one team and one point of contact and strategic alignment across everything. We split our response into parts they could award separately, giving them the flexibility for us to work together on the right structure that made sense for their brands. Presenting as a collective, we were able to meet all of their requirements and business goals.”
Craig Somerville, Managing Director of Hardie Grant Media Group, said the appointment reflects the integrated capabilities of Reload Media and its wider network.
“ICB has four brands at different stages and the challenges that come with a diverse household goods portfolio. They wanted an integrated approach, and that’s how our network is designed to work. Through Reload they get full media capability, with the rest of the network delivering on the full integrated marketing brief.”
Meg Loughnan, Senior Brand Manager at ICB Group, highlighted the importance of strategic alignment and agency expertise in supporting the company’s marketing objectives.
“We’re excited to be partnering with Reload and the wider Hardie Grant Media group. As a small marketing team managing a diverse portfolio of brands, having strong agency partners is critical to helping us work smarter, maximise our marketing investment and drive greater efficiency and effectiveness.
“Reload demonstrated a clear understanding of our business and how a connected portfolio approach could unlock opportunities across our brands. We see this partnership as an important step in elevating our marketing capabilities, building stronger brands and ultimately delivering meaningful commercial outcomes for the group.”
Through the new partnership, ICB Group aims to strengthen its marketing capabilities and improve coordination across its brand portfolio, while leveraging Reload Media’s media expertise and the broader Hardie Grant Media network’s integrated services.
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