Subaru and BC&F Dentsu have been recognized for their 22-year partnership, with the pair declared the most successful marketing partnership across Asia-Pacific at the annual APAC Marketing Awards event.
Their partnership began in 1996 when Wallis Dumper of Subaru and Daniel Barnes, of what was then Barnes Advertising, came together to work on turning around the fortunes of Subaru in New Zealand.
Twenty-two years later, the client and agency management still work closely on a weekly basis and continue to view most business problems first through a marketing lens. This success has previously been recognised by winning the Grand Effie for sustained success.
Wallis Dumper, managing director, Subaru of New Zealand says part of its marketing ethos has been to dare to be different, and in 1996 when it chose to partner with Barnes it was doing just that.
“We have never been scared of making hard decisions, such as going 100 percent All Wheel Drive, or losing our top selling Legacy Wagon model, which then in turn trebled sales of our Outback model. But one of the keys to success over the last few decades has been the innovative approach that first Daniel, then Paul Catmur as partner, and now Dentsu Aegis, have added to give even further value to the relationship. This has enabled us to back up our fantastic product with really strong strategic collaboration from our advertising agency partner, Barnes, Catmur and Friends Dentsu.”
Daniel Barnes, founder and Partner of BC&F Dentsu, adds that the award is a real honour.
“It’s also a tribute to all the hard work and achievements of Wal, Daile, and everyone at Subaru New Zealand and BC&F Dentsu over the last couple of decades. It’s been a true team effort.”