Federation had started its journey at the beginning of one of the worst ever global recessions. Less than a month later, with its first two client briefs underway, the agency moved into its first office in the lofty legal and money belt of Auckland, Shortland Street.
“We’ll never lose the huge sense of gratitude towards those companies that stepped forward to appoint us.” says Reid.
“If it’s true that whoever has a device has a store, then with one in six kiwis owning both a tablet and smartphone, there are nearly 750,000 New Zealanders with an entire store in their pocket or handbag.”
Among those early adopters were iconic Kiwi brands Fisher & Paykel Finance and Cavalier Bremworth, which appointed Federation as their agency within the first year. As New Zealand’s largest home-grown consumer finance organisation and the home of Q Card and Farmers Finance Card, Fisher & Paykel Finance was seeking a partner that shared its Kiwi culture and commitment to performance.
“We’ve been strategising, creating, learning and delivering with Federation for over five years now,” says Fisher & Paykel Finance head of product and marketing Hugh Robinson. “We truly value their breadth of ability across everything. From TVCs to direct, digital, mobile and experiential marketing, it all aligns perfectly with our marketing strategy.
“Without doubt, our favourite achievement to-date is the Q Card brand transformation. The Feds listen to us, to our customers, and to our retail merchants. They’ve worked alongside us to deliver a massive change to the future of the Q Card brand.
“They also happen to have Best Ugly Bagels just across the road. It doesn’t get better than that!”
In securing the Cavalier Bremworth business, Reid says a commitment to longevity had to be on the table.
“We had to give a fair bit of reassurance to senior management that we wouldn’t sell up within a couple of years and vanish. Five years on, we’re still going strong.”