From the moment FMG and bcg2 met each other at the pitch process, there were sparks.
“We immediately felt a strong chemistry with bcg2 and felt they were best placed to help us take the FMG brand to the next level,” FMG head of marketing, communications and digital Glenn Croasdale says.
FMG admired bcg2’s “strategic insights” from across the room, while bcg2 was attracted to FMG’s “depth of integrity”.
During the pitch process bcg2 demonstrated a strong understanding of where the rural insurance company is looking to take the brand, and showcased some exciting creative work, Croasdale says.
The rural insurance company was already with Saatchi & Saatchi, but that didn’t seem to matter – bcg2 was awarded the creative contract for FMG going forward.
FMG is New Zealand’s leading rural insurer offering insurance for farmers and growers throughout the country.
Founded in 1905, FMG was started by farmers and is still owned fully by Kiwis.
bcg2 has been with other rural sector clients before, and the company’s chief executive officer James Blackwood says getting together with the Kiwi brand was a “dream partnership”.
“As a mutual, FMG are all about doing the right thing for the rural sector. There’s a depth of integrity and a connection to heartland New Zealand that is a dream partnership for us,” he says.
FMG has been going steady with Saatchi & Saatchi since late 2010. At the time the duo embarked on a brand refresh and a ramp up in advertising to try and move FMG further into the mainstream insurance market.
UPDATE: Nicky Bell, chief executive of Saatchi & Saatchi New Zealand said: “We are very proud of the work we have done for FMG over the last four years. Research and feedback from FMG’s customers shows that together we successfully created ideas that have both entertained and increased understanding of the brand’s offering which has significantly grown their business. But change is sometimes inevitable in our business and we respect FMG’s decision and wish them all the best for the future.”
In mid-2011 Saatchi got the brand on YouTube with some humorous ads promoting the company as advice-givers, like ‘A Thief’s Guide to Your Lifestyle Block’ and ‘Why we don’t scare easily’.
As well as print campaigns that focussed on speaking to farmers in their own language.
While FMG and Saatchi are parting ways, it is on amicable terms.
Croasdale makes a point to thank Saatchi & Saatchi for their role in the success of the FMG brand so far.
“Saatchi & Saatchi has done a very good job for us over the last four years and have set a high bar by delivering effective work for FMG,” he says.
As a direct result of winning the pitch, bcg2 is expanding its Wellington office with the immediate hire of Helen Fitzsimons, previously business director at Colenso BBDO and Wieden+Kennedy London.
More ads from FMG below: