Following a pitching process between DDB, FCB and Pitchblack Partners, FoodStuffs announced today that it has chosen DDB as its new agency for the New World account.
The account moves to DDB after 99 and Clemenger Group worked alongside the brand over the last 10 years. The initial stages for the changing of the agency were announced this February.
The media relationship of was not part of the review, and media remains with FCB media.
Pippa Prain, New World head of marketing & CX says DDB was choice due to showing the strongest collective talent and capabilities that they were looking for going forward.
“We went into the process looking for a strategic brand partner who truly understands the new generation of shoppers we are seeing emerge across New Zealand. Not only do we want the partner to work with us to connect emotionally with our customers, we want them to align with our fantastic in-house talent and dedicated owner operators to deliver a distinctive and differentiated customer experience now and into the future.”
The $62 million account is now with DDB who are excited to take it to the next level, with managing director Chris Willingham saying they are looking forward to bringing New World into the new era.
“We have a fully integrated team of best-in-class specialists with proven expertise delivering cohesive, fully integrated brand campaigns and look forward to working across many disciplines with the New World team to leverage their local competitive strength. New World customers are going to see some really special changes in the coming months and we are excited to be on this new journey with one of New Zealand’s most iconic brands.
“We want to build on New World’s strong reputation by creating impactful communications that Kiwis love and will continue to grow the brand. We’re excited to start working with Chris and rest of the highly talented team at DDB Group.”