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Brands › Sorbent

Sorbent

As at 16 Oct 2026, AccountMoves records 3 current agencies for Sorbent: Akkomplice (creative, since 9 Nov 2022), Hotglue (media, since 23 Nov 2022), Sunday Gravy (unspecified, since 3 Feb 2025). Agency changes reported since 2016: 1. Last reported move: 3 Feb 2025. Based on reported moves only, with sources.

Marketing lead: Not recorded · Total appointments: 3

Roster: Akkomplice (creative), Hotglue (media), Sunday Gravy (unspecified) Many specialists

Agency changes on record since 20161based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 3 current

Last review on record: 3 Feb 2025 · Marketing lead since: Not recorded

Agency timeline Which agency has held each account, by discipline

creative
Akkomplice AkkompliceConfirmed appointment
creative, 9 Nov 2022 to now · 3 yr 11 mth
Sources: Mumbrella · Campaign Brief
AkkompliceConfirmed · 3 yr 11 mth
media
Hotglue HotglueConfirmed appointment
media, 23 Nov 2022 to now · 3 yr 11 mth
Sources: Mediaweek
HotglueConfirmed · 3 yr 11 mth
unspecified
Sunday Gravy Sunday GravyConfirmed appointment
unspecified, 3 Feb 2025 to now · 1 yr 8 mth
Sources: Campaign Brief
Sunday GravyConfirmed · 1 yr 8 mth
20222023202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
creativeAkkompliceCurrent9 Nov 2022Now3.90
mediaHotglueCurrent23 Nov 2022Now3.90
unspecifiedSunday GravyCurrent3 Feb 2025Now1.70

Agency changes on record Since 2016 · based on reported moves only

DateChangeSource
9 Nov 2022creative: Thinkerbell to AkkompliceMumbrella · Campaign Brief

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
3 Feb 20253 Feb 2025appointmentSunday Gravyconfirmedvia Campaign Brief
23 Nov 202223 Nov 2022appointmentmediaHotglueconfirmedvia Mediaweek
9 Nov 20229 Nov 2022appointmentcreativeThinkerbellAkkompliceconfirmedvia Mumbrellavia Campaign Brief

Marketing leaders

PersonTitleFromTo
Citra Yunika SihotangSenior Brand Manager10 Nov 202223 Nov 2022

Stated reasons and comments Paraphrased, with source links

WHY THEY WON Sihotang pointed to sharp strategic thinking and the strength of its creative ideas as the reasons for choosing Akkomplice.
strategic thinkingcreativitybold
Citra Yunika Sihotang · the move · via Campaign Brief, 10 Nov 2022 · paraphrased
AGENCY SAYS Dalton said Akkomplice was excited to take on Sorbent, and talked up the brand's standing and flagged big plans for the next phase.
ambitiousexcitediconic
Glenn Dalton · the move · via Campaign Brief, 10 Nov 2022 · paraphrased