It's been a pretty good year for bcg2 and Mediacom, with a few new accounts and plenty of plaudits at the TVNZ-NZ Marketing Awards for the work done on Pfizer's 'Viagra = Avigra' campaign. And it's notched up another win after being awarded the Freedom New Zealand account from incumbents M&C Saatchi Sydney/Auckland and Carat without a pitch.
Freedom has had a presence in New Zealand’s furniture and homewares retail market since 1981 and is part of Steinhoff International, which is overseen by Steinhoff Asia Pacific Holdings Limited PTY. The New Zealand realignment is part of a wider strategic review of the business that includes "all aspects of the current communications mix, channel planning, product range, consumers’ needs and future expectations of the Freedom brand". The new pairing will work closely with Freedom’s lead Australian agency J&C Advertising.
“Freedom is an iconic player in the New Zealand retail environment," says Jeff Karger, head of marketing Australia and New Zealand discount and emerging retail. “We saw immediate synergies between our business model and the integrated approach shown by bcg2 and Mediacom. The Steinhoff Group has unprecedented access to international product that no-one else is offering in New Zealand, so we’re excited about the next stage in the evolution of Freedom’s brand. We see opportunities not only to enhance and grow Freedom’s role as a leader in New Zealand’s furniture and homewares market, but also as a benchmark brand reflecting the best aspects of New Zealand’s lifestyle.”
It'll no doubt be hoping this Facebook page doesn't do a Choco-ade and convince Ikea to set up in New Zealand then.
Freedom Furniture has recently been in the news in Australia as it was one of the advertisers that decided to pull advertising from the Alan Jones radio show following his comments relating to Julia Gillard's late father.