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DT and Lloyd Thomason launch advertising agency
David (DT) Thomason and Lloyd Thomason have launched a new agency called Thomason Does Advertising.
“We love doing advertising,” says DT, “and our last name is Thomason, so we decided to call ourselves Thomason Does Advertising.”
“I like the name a lot,” adds Thomason. “It’s very accurate.”
When asked about what type of advertising they like to do, DT says: “The famous stuff that most New Zealanders see, like and instantly know who it’s for.”
“Because that’s the advertising that makes the businesses we advertise lots of money,” Thomason adds.
Strategy plus creative
Both Thomasons are best known as strategists but are intentionally blurring the line between strategy and creative.
“When you know what you’re doing, it’s much simpler and produces more focused and effective work,” says DT.
DT started his long career as an advertising creative. His last role in an agency was leading strategy at FCB (now McCann Group NZ) for 13 years. He’s now been working independently for six years.
Lloyd has spent a decade in the industry, most recently at McCann where he got to stand alongside Mercury on the Effie stage and helped shape strong behaviour change work for NZ Transport Agency.
“Anyone who knows DT knows he’s a long-term thinker,” says Lloyd.
“He started my advertising training back when I was at primary school. I didn’t know it at the time, but all those strange challenges and social experiments were preparing me for being a strategist. I think I’ve turned out mostly okay and I’m not currently aware of any long-term damage.”
Kiwis’ favourite ads
DT developed both the brand strategy and campaign concept for One NZ, which is currently New Zealanders’ favourite advertising according to TRA‘s national survey.
One NZ head of brand Kamran Kazalbash says the ‘Finding Jade’ campaign has driven impressive results.
“As a mass brand, we needed a mass appeal campaign and DT delivered. We’ve seen our brand consideration scores steadily increasing since we launched in 2024, but most importantly commercial growth, in a very tough climate. The success of this campaign is clearly compounding over time.”
DT also led the advertising strategy for Turners Cars, with ‘Tina from Turners’ becoming New Zealand’s most popular advertising campaign until One NZ took its place.
The regular record-breaking financial reports show the Tina campaign has helped drive spectacular business results for five consecutive years.
Impressive results
More recently, DT developed the brand strategy and campaign concept for Lightforce Solar, featuring the Barrett brothers and their dad Kevin.
Lightforce Solar owner John Harman says: “The decision to invest significantly in advertising was a really big one for us, but DT’s thinking helped us through it. Suddenly people everywhere love my brand, and sales have doubled in just a couple of months.”
DT says it’s another example of the connection between fame, popularity and effectiveness.
“It’s too soon right now, but Lightforce Solar will be on TRA’s Favourite Ads list. That’s very intentional.”
Lightforce Solar’s marketing manager Lyle Hastings adds: “I’ve never seen anything like it. The campaign has already delivered over 2.9 million YouTube views, alongside more than a million social interactions. People aren’t just watching it; they’re sharing it and commenting on it.”
Make it all happen
The agency will work with a small number of clients, leading advertising strategy and creative, with various strategic partnerships to make it all happen.
“Some will have in-house resource, some will still have a full-service agency, and for others we have our own behind-the-scenes arrangements, so we can take care of it all,” says DT.
And as their name also suggests, they are doing advertising for themselves. That includes outdoor and radio and a simple website.
