The account was being run by a New Zealand-based account manager up until December when it was with Smart, which took it off Ogilvy, but the release claims the appointment of Saatchi’s is the start of new creative direction “for the number one water brand in the category” (Saatchi’s wouldn’t reveal the size of the account).
“The Pump pitch has re-affirmed for us that the level of creativity in this country is world class,” says Kylie Gallagher, marketing manager, of Coca-Cola Amatil Brands. “The Saatchi team has cracked an idea that is genius, and we are fired up about our new partnership.”
“The CCA team were extremely focused on getting the right work for Pump through this pitch,” says chief executive Nicky Bell. “We are really proud to be awarded the account, and to be trusted with what comes next for this great brand [a new website would probably be a good start and, at present, there’s only an Aussie Facebook page].”
Aside from the new account news, there’s a bit happening at Saatchi & Saatchi at the moment, with its new executive creative director Antonio Navas now firmly ensconced in the Auckland building and the Wellington office recently launching the big enrolment and information campaign for the 2011 General Election and Referendum.
The ‘Orange Guy’ has returned but fresh iconography and music has been added into 29 different executions of the TVCs and throughout the integrated campaign. Orange will be used for the General Election and purple will be used for the Referendum, which mirrors the voting papers and ballot boxes voters will encounter when Kiwis go to vote.
“The last New Zealand electoral campaign resulted in 95.3 percent of eligible voters being enrolled to vote, which is recognised as one of the highest in the world. It means we need to get the strategy and creative right to ensure we can build on this performance, especially in a year with so many other distractions,” says Saatchi & Saatchi’s Wellington general manager, Livia Esterhazy. “We invested a lot of time researching how organisations around the world use iconography to convey messages where a lot of information needs to be distilled. Our icons use symbols, styled from everyday public signage, that testing has shown voters engage with easily.”
If you really love voting, you can even check out Orange Guy on Facebook.