… as Subway shacks up with Publicis Mojo, bcg2 sweeps Esquires of its feet, BallantyneTaylor gets into grass growing and Lily & Louis is appointed to manage the PR campaign for the relaunch of Line 7’s menswear range.
The Subway account went up for pitch in June and word on the street is that the above-the-line creative work, said to be worth around $1 mill, has been taken off the incumbent justONE by Publicis Mojo, which has the business in Australia. Nothing official as yet, however.
The NBR reported one ad man saying the pitch list included the incumbent, .99 and TBWA\ and that the below-the-line work, also with justONE, and media buying, which is with SparkPHD, weren’t up for pitch. So, it seems justONE’s two finalist nods for its Subway work at the RSVP & Nexus Awards will only be slightly bittersweet if they’re awarded a prize.
Full of beans
Esquires Coffee Houses has been on the hunt for an agency partner for a while now after it said goodbye to Ogilvy last year. And globally-aligned indie bcg2 has been proclaimed the victor, adding another stallion to a steadily growing stable that includes Lion Nathan New Zealand, Audi New Zealand, GE Money, Hansells, Sara Lee New Zealand, GSK and Pfizer.
The New Zealand shareholders of Esquires, which switched entirely to ethically and sustainably sourced beans in 2005, purchased the rights to expand the brand outside North America and drove its expansion into Saudi Arabia, the UAE, Bahrain, Fiji and China. And Lewis Deeks, Esquires New Zealand chief executive, says bcg2’s international connections made it the “perfect partner to help us continue this growth”.
Valerie Deeks, international brand and store design manager, says Esquires wants to deepen the emotional connection that New Zealanders have with it and achieve its goal of being “the most respected coffee house brand in the New Zealand marketplace”.
“We see bcg2 as partners in providing inspiration throughout our business towards that goal.”
James Blackwood, bcg2’s executive creative director and chief executive, says the agency is already delivering trans-Tasman campaigns for Lion Nathan (Te Hana) and Jesters pies, as well as broader retail experiences for trans-Tasman franchise business Avanti Bicycle Company.
“Esquires is a great fit with bcg2’s vision of being an independently minded New Zealand business, with world class aspirations.”
bcg2’s first programme for Esquires is the re-launch of their FairShareTM loyalty programme, which allows customers to earn loyalty dollars with their purchases and can be redeemed for further purchases or to donate to the Cure Kids charity.
Out to pasture
Hot on the heels of winning the Canon Australia business account, Auckland-based agency BallantyneTaylor has walked away from another creative pitch with a fresh new piece of business, the Pasture Renewal Charitable Trust, an independent entity comprised of 14 leading agribusiness companies that began working collaboratively in 2007 to promote the benefits of frequent pasture renewal.
Good old pasture is worth an estimated $20.5 billion to New Zealand’s GDP each year and increased pasture renewal can be immensely lucrative for farmers (to the tune of $1.6 billion for the national economy each year, apparently). But many farmers don’t realise the potential of pasture renewal and rates remain low.
Enter B2B specialist BallantyneTaylor. Managing director Steve Ballantyne says the objective of the trust is to kick-start farmers into getting more from their land. And pasture renewal not only has positive ramifications for them, but for the whole country.
Pasture Renewal Charitable Trust board member, Nicola Holmes, says it has been talking to farmers about pasture renewal for a number of years, and BallantyneTaylor caught its attention immediately with a very fresh, outside the box creative approach.
The campaign launches in the new year, with a strong presence in agricultural publications and online.
Family owned textiles company Charles Parsons & Co purchased Line 7 in October 2009 after it went into receivership.
Line 7 business manager Greg Miller thinks the new relationship will help get a well-respected New Zealand brand back into the public eye.
“The Lily & Louis showroom also makes it easy for the media to view our new range,” he says.
Lily & Louis also has Gravity Coffee, Sanpellegrino, Native for men, Nicholas Jermyn, Levis shoes and LG Electronics on its books.