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Esquires refuels with Y&R

Esquires Coffee Houses is moving on to its third different agency in as many years, with Y&R picking up the business following a
review of several local creative agencies. Media buying will be retained by Mediacom.

Y&R’s managing director James Hurman says the agency is excited about
working with its newest client on its brand and customer experience (and it could have an even newer client soon as the agency is also thought to be in the running for the Genesis Energy business, which is due to be announced soon). 

“Esquires is an enduring part of a category that New Zealanders are
fanatical about,” he says. “It’s a great opportunity. Besides, pretty much every idea any
of us has ever had has been thanks in large part to coffee. It’s time to give
back.” 

Esquires is part of Australasian multi-food franchisor Retail
Food Group
and brand marketing manager Joanne Hall says “Y&R’s insightful
approach to business problems has led to strong results for their clients. They
impressed us with both their credentials and overall enthusiasm for
contributing to the results of Esquires.” 

Founded in 1993 in Vancouver, Esquires Coffee Houses now has a presence in New Zealand, Fiji, Ireland and North America. The first New Zealand store opened in 2002 and, according to its website, it has quickly become the fastest growing coffee house franchise in New Zealand, with more than 40 stores currently situated throughout the country and plenty more planned.

Esquires shifted from Ogilvy to bcg2 in late 2010, with the agency’s first programme being the re-launch of the FairShare loyalty programme

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