The pitch after the pitch: Clemenger Group wins first major Auckland Transport project

  • Advertising
  • August 8, 2017
  • Damien Venuto
The pitch after the pitch: Clemenger Group wins first major Auckland Transport project

Following the appointment of Clemenger Group, Ogilvy and Federation as a panel of creative providers for the Auckland Council Group (Auckland Transport, ATEED and Auckland Council), Auckland Transport has assigned an agency to its first big project.

As part of the 'panel of providers' arrangement, the agencies on the Auckland Council Group roster are required to pitch for any large projects (StopPress understands that this includes any project with a budget in excess of $200,000).

The first of these pitches has now concluded, with the project being awarded to Clemenger Group (99, Colenso BBDO and OMD). 
      
“Following a comprehensive process, Clemenger Group was confirmed to be the successful agency,” says Kevin Leith, the group manager of customer and market at Auckland Transport.

StopPress understands that 99 will serve as lead agency on the project, supported by the other two agencies in the group.     

99 managing director Paul Manning says it couldn't be more excited about this win and its looking forward to playing a major role as agency partners with Auckland Transport.

“In major cities around the world a good public transport offering has the potential to play an integral and impactful role in the lives of customers," he says.

“We grounded our approach in gaining a deep understanding of the customer and their relationship with public transport. Our customer-centered design thinking gave us the essential context to influence behaviour, enhance customer journeys and build on positive perceptions of the network with our target audiences across the region."

Leith says the purpose of the campaign will be to increase the number of people using public transport. It will follow a bold target set for AT Metro, to double public transport trips from 70 to 140 million per year by 2022.

With 75 percent of total trips in Auckland presently made using private vehicles, the task of replacing cars as the city’s preferred mode of transport is a significant one. With recent network improvements and a pipeline of new initiatives, AT Metro now has a strong story to tell and the confidence to positively promote the services it offers. 

99 will develop a strategy and marketing programme for AT Metro based around its brand purpose of ‘moving Auckland forward by seamlessly connecting people and places’, and delivering communications across AT Metro products, services and modes. 

“AT Metro requires a single agency to plan and execute patronage growth campaigns,” Leith says. “We need to develop a consistent and measurable approach to our advertising.”

With congestion on Auckland roads a major talking point across politics and the media, Auckland Council is expected to spend significantly on this project.   

This win is well timed for 99 in that it comes off the back of Warehouse Stationery’s recent decision to take a bigger portion of its work in-house. 

Correction: this story originally stated that 99 has won an Auckland Council project. The project, in fact, for Auckland Transport, which is now required to choose its creative partners from the panel selected by the broader Auckland Council Group (Auckland Council, ATEED, Auckland Transport).     

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Effies 2017: FCB basks in golden glow, owns the night with Mercury

  • Awards
  • October 20, 2017
  • Erin McKenzie
Effies 2017: FCB basks in golden glow, owns the night with Mercury
Mercury and FCB

Last night, Auckland's Langham Hotel was taken over by advertising and marketing folk eager to celebrate the country’s most effective marketing campaigns at the 2017 NZ Effie Awards. Near 200 entries had been whittled down to 100 finalists before the best of the best were invited to the stage to bask in bronze, silver and gold. Here's the low down of who won what.

Read more
Sponsored content

New Zealand's love affair with Facebook

With Kiwis now spending around half of their media consumption time online, Mosh shares its advice for local businesses on Facebook.

topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Horse's Mouth: Kevin Kenrick, TVNZ

  • Podcast
  • October 19, 2017
  • Damien Venuto
Horse's Mouth: Kevin Kenrick, TVNZ

On the afternoon of TVNZ's new season launch, the broadcaster's chief executive Kevin Kenrick sat down with StopPress for a chat about the business.

Read more

Air New Zealand claims September Ad Impact award

  • Ad Impact
  • October 19, 2017
  • StopPress Team
Air New Zealand claims September Ad Impact award

It was a busy September with a range of brands releasing new spots in the lead up to the warmer months of the year. There could, however, only be one Colmar Brunton Ad Impact winner, and this time we saw a repeat winner step up to the podium.

Read more
voices
features

TVNZ-NZ Marketing Awards 2017: Why Whittaker's strategy is the best, bar none

Whittaker’s has grown from humble beginnings to a world-class chocolate company. Partnering with the domestic goddess Nigella Lawson, it’s encouraged consumers to join the switch ...

features

TVNZ-NZ Marketing Awards 2017: Karma Cola puts money where mouths are

Ethics may not be something traditionally associated with the soda industry, but for Karma Cola, creating good looking, great tasting, do-gooding drinks is at the ...

Sponsored content

Linkage analysis: data's hidden stories

Ipsos' Leo Cremonezl and Jonathan Dodd talk transforming your customer data into real financial and business benefits.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit