Fisher & Paykel Appliances (F&P) has reattached its wagon to Colenso
BBDO after a head to head pitch with DDB at the end of last year.
F&P’s global brand manager and New Zealand marketing manager Roger Bridge was
unable to be contacted, and Colenso BBDO’s managing director Nick Garrett
wouldn’t comment, but it’s thought the pitch was in relation to an upcoming global
rebrand, which one source said will be the biggest thing the company has done for many
F&P doesn’t have an agency of record (its Inside Stories initiative was led by BrandWorld), but Colenso BBDO’s last project of note for F&P was Lost My Sock back in 2010. It has also done some brand work for F&P’s Chinese parent company Haier with the ‘Live a Haier life‘ campaign.
It is thought Colenso will work closely on the project with F&P’s design agency Alt Group, which has been
dabbling quite successfully in advertising of late with some nice print work.
company, which took out top spot in the whiteware section of the Readers Digest most trusted brand award for the 11th consecutive year, has turnover in excess of $NZ1 billion and employs close to 3,300
people worldwide. But, as Brian Gaynor pointed out last year, F&P “operates in a highly competitive industry, has had major financial difficulties and hasn’t paid a dividend since 2008”. As such, he believes the fact that it sold the company to Haier for $1.28 a share—”a 71 percent premium to the September 7 price and a 97 percent premium to the pre-annual meeting 65c a share”—warranted a big bouquet for the directors.