DDB and TRACK Aotearoa have been awarded the business of Farmlands, with the country’s largest farmer-owned rural supplies co-operative appointing both agencies to lead its brand, creative and data-driven marketing requirements.
Following a challenging year in which our agricultural sector proved critical to keeping New Zealand moving, Farmlands is focused on delivering strong growth for its 70,000-strong shareholders across the country.
CEO of DDB Group Aotearoa, Justin Mowday, says: “This sector has been the real life-blood of our economy historically, but even more so in the last 12 months, so it’s great to be welcoming such an established and critically important brand into the DDB Group fold.”
With a legacy that dates back more than half a century, Farmlands and the wider agriculture sector is undergoing a major transformation, shifting focus to embracing sustainability as well as investing significantly in digital platforms to future proof their business.
To maximise these efforts, Farmlands was seeking a partner that could help them to leverage its existing digital infrastructure to provide more value to its shareholders.
TRACK Australia and Aotearoa CEO, Rob Limb, says: “We’re thrilled to be working alongside an equally forward-thinking business, with Farmlands having invested significantly in digital technology and looking for a partner that could unlock its potential.”
Director of Marketing at Farmlands, Nick Baylis, says: “The DDB and TRACK teams give Farmlands access to not only brand and creative firepower but the proven ability to drive returns from our data and technology.”
Set to deliver brand activity, seasonal campaigns, life-cycle and one-to-one programmes driven by Farmlands’ rich data, DDB and TRACK will work alongside Farmlands’ incumbent media agency OMD/Fuse and an established in-house team.