2degrees finds its spark, while Impact adds to its FMCG roster

  • Marketing
  • July 12, 2011
  • Ben Fahy
2degrees finds its spark, while Impact adds to its FMCG roster

In an effort to ramp up the experiential side of its comms, 2degrees recently put its PR account up for pitch. And Spark Activate came out on top, beating out a suspected list of Pead, Mango, Eleven and the incumbent Bullet. 

Bullet, which recently joined Greg Partington's Ogilvy family, did a good job of telling 2degrees' business story, a task made easier because the third telco entrant was more successful than most had anticipated and took over 11 percent of the consumer mobile market within its first two years. And, with the impressive creative work of TBWA\ and a sizable media spend, it certainly made for a pretty good combo.

2degrees' director of corporate affairs Matt Bolland was keeping fairly schtum about the reasons behind the pitch and said it had simply decided it was time to review the account (the creative or media was not up for pitch).

He wouldn't reveal the agencies involved due to commercial sensitivity but said "Bullet had played a big part in getting 2degrees to where it is now".

Word is the process was quite a drawn out affair and 2degrees spoke to a number of agencies around town before whittling it down to the top five.

Spark Activate's first experientially-led effort was the old 'let's strap a man to a billboard' trick to launch its new Business offering.

In other PR news, Impact PR has added a few new brands to its sizable FMCG portfolio, with Frucor's Just Juice, MARS' Pedigree, Fressure Foods, Mud House Wines & Waipara Hills joining Procter & Gamble brands Olay, Pantene, Gillette, Clairol, Venus, Herbal Essences, Vicks, Head & Shoulders, Ambi Pur, Wella Pro Series and Oral B.

“We are finding marketing managers want more of a return dollar for dollar than ever before and that has meant we’ve had to get really smart about how best to leverage PR opportunities for them," says managing director Fleur Revell.

The agency has also recently won the Domino’s Pizza, Rinnai, James Hardie and ECCO shoes accounts.

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