Earlier this week, DraftFCB announced it would be handing the Westfield baton on for ‘commercial reasons’. And a few days later it’s announced something of a replacement, as it has been appointed as the full service advertising agency for Paper Plus Group after a competitive pitch process that was thought to have involved the late Publicis Mojo, Hotfoot and the incumbent Hyde, which relaunched the brand back in late 2011.
DraftFCB will work with Paper Plus (which has recently taken the number one spot in the books category and has more than 150 stores across the Paper Plus and Take Note brands, plus an online store at paperplus.co.nz) across creative, media planning and
buying, loyalty/DM, digital and public relations.
“We selected DraftFCB as they offer a fully integrated solution for all
of our marketing, advertising and communication requirements,” says Lyle Hastings, marketing manager at Paper Plus Group. “Crucially, they also
understand our business model, have extensive online marketing experience and have
achieved successful business outcomes for similar businesses in the New Zealand
market [DraftFCB resigned the Whitcoulls account in April 2011 when it was liquidated and subsequently purchased by the Norman family].
“… Getting
DraftFCB on board as we continue to shape our digital media platform will help
ensure we deliver the best possible online solutions to our customers. In
addition to this their understanding of retail loyalty and the need to develop
strong long-term strategic value in this space will be a real asset.”
Kamran Kazalbash, general manager of retail at DraftFCB says DraftFCB has “a proven track record of success with New Zealand retailers who have an owner/operator business model” and it’s looking forward to bringing that expertise to create further business growth for its newest client.
Paper
Plus will join Mitre 10, Vodafone, Air New Zealand, Noel
Leeming Group, Pak’nSave and BMW/Mini, among others, on the DraftFCB roster.
DraftFCB
will formally commence work from 1 April.
