Former Head of Digital at Hawke’s Bay Agribusiness agency Tracta, Tom Young, has launched his own agency – FizzyPop.
With an advisory board consisting of former 7ThingsMedia MD, Conversation LAB founder Kevin Power and a distributed network of a digital strategist, art director, copywriter, motion graphic designer and a digital designer, the agency is beginning with a solid foundation.
Although the agency has a strong digital background, FizzyPop isn’t positioning itself as a digital agency and is instead aiming to build on through-the-line thinking with a strong digital influence.
Instead, the agency promises to be strategically led – using econometric modelling to assist it in solving problems and developing media strategies to provide the best return on investment for clients.
Young says that the current fragmented media landscape means it’s naïve to plan and buy without using econometric modelling.
Having built up international experience by spending some time in London as Head of Customer Acquisition for Citibank and at a commercial broadcaster ITV, Young says most New Zealand agencies are not moving fast enough to keep up with changes in the media landscape.
“The days of repurposing your TVC and putting it on TikTok are definitely over,” says Young.
FizzyPop aims to be agile and produce work quickly of a high standard – using a media led approach to ensure that creative is salient and resonates with the intended audience.
Having only launched in May with no clients, the agency has already signed up new business such as the digital strategy and SEO business for start-up No1GiftBox.co.nz, the digital strategy and international planning and buying account for premium wine producer Radburnd Cellars, and the digital strategy work for Aroha Helicopters.
“It’s been great working with such ambitious businesses,” says Young. “I love that drive that Kiwis have, that rip sh*t or bust attitude really gets me fizzing with excitement!”