Newbies head to the dairy, Shine sets up a bank account

  • Advertising
  • May 13, 2010
  • Ben Fahy
Newbies head to the dairy, Shine sets up a bank account

Relatively new addition to the Kiwi media scene Naked Communications and new indie ad agency Josh&Jamie have won part of the DairyNZ business after joining forces for a competitive pitch. And Shine managed to snatch the RaboPlus account from Ogilvy.

Dairy NZ, a Waikato-based "industry good organisation" that represents the interests of over 14,000 dairy farmers in New Zealand, decided to split its account into two parts, appointing Hamilton agency King St to handle a campaign directed at children and Naked and Josh&Jamie for a campaign targeting the wider New Zealand public. A major campaign is scheduled to launch in July this year.

"We needed partners that understood how to really connect with New Zealanders,” says DairyNZ general manager of communications and marketing Sarah Fraser. "Naked Communications and Josh&Jamie really impressed us with the way they challenged our thinking with their seamless strategic and creative response. We also liked King St’s response to our brief, and decided to split the campaign into two different markets.”

Simon Bird, Naked's director, says he's stoked to be working with this quintessential New Zealand industry and a client with as many great stories to tell as DairyNZ. And co-director Matt O'Sullivan says: "Who better to deal with than Josh&Jamie when the brief is to produce a highly mainstream campaign with an iconic Kiwi flavour."

It's been a good few months for Naked. As well as winning a couple of CAANZ media awards, it recently won the Gravity coffee account for all the communications planning and media following a multiple agency pitch process. And, in addition to its work with Coke, Naked's foundation client, DairyNZ and Gravity, O'Sullivan says it also has three other new clients and there's another very significant signing on the way.

O'Sullivan thinks the focus on communications strategy and planning has been resonating with clients and he says every client the agency has spoken to so far has given them some work.

In response to the DairyNZ win, Josh&Jamie's managing partner Jamie Hitchcock says great a lot.

"It's a great New Zealand client, a great win and great to work with the Naked boys who we’ve known and respected for years."

Josh&Jamie, with 3 Wise Men as its foundation client, is also gradually increasing its client list after nabbing the Premier and Beehive account a few weeks back.

King St chief executive Chris Williams says the agency has been working with DairyNZ since its inception two years ago and he's obviously  pretty happy to get part of the Go Dairy business.

Perceptive has also been appointed by DairyNZ as its market research partner. It will be measuring and tracking public perceptions of New Zealanders towards dairy in this country every six months.

As for Raboplus, Shine's Simon Curran says it had been looking for a "like-minded challenger brand" in the banking space for a while and Raboplus was the one we wanted. The pitch list was eventually whittled down to three, including incumbent Ogilivy and Mojo, before being won by Shine.

The work officially kicked off this week but he says it's a bit too early to talk about the direction it will take at this stage. Everything else about the business remains as it was, with DraftFCB as the media agency.

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