Z Energy sticks with Heyday after digital agency hunt

Fresh from selling a majority stake to JWT, Wellington digital agency Heyday has some more good news to share: it’s been reappointed as Z Energy’s digital agency after a pitch that is thought to have involved Touchcast, Springload, Envy and two others.

“We’re delighted to have Heyday back on board as Z’s digital agency,” says head of marketing Jane Anthony in a release. “We have big plans in this space across the business, so we ran a comprehensive process to select a partner. The breadth of Heyday’s capability and their vision for digital at Z really shone through.”

Z Energy also works with Assignment Group and Heyday’s new owner JWT, both of which are part of the STW Group.

It’s thought the digital account is worth between $600,000 and $800,000 in revenue so it’s reasonable to suggest that having this account would make some difference to the price paid for the agency by JWT. But JWT’s managing director Simon Lendrum, who wouldn’t specify how much of the agency it bought last week aside from saying it was “a majority stake” (the Companies Office shows it bought 75 percent of the company), says these two pieces of news are not connected and the acquisition was a long-term play based on its skills and people, not its revenue.

Heyday has been Z’s digital agency since the launch of the brand in 2011. Since then, the pair have worked together on a broad range of digital projects, including a post-IPO investor centre, interactive annual reports, a Good in the Hood-inspired token hunt, online game Battle chips and digital content such as Z’s ‘commentator’ video series.

Additionally, Heyday says it is helping Z develop better B2B digital properties, providing product strategy, research, design and the ‘deep tech’ delivery of a new digital product set for launch in 2015.

Luke Pierson, principal at Heyday, says: “We love Z, the people and the brand. We’ve got a great history together, but for both of us it’s the future that matters. We’re proud to continue our relationship—and we’re excited to have the opportunity to help realise Z’s digital future.”

According to Nielsen’s AIS data, which is based on ratecard spend, Z Energy spent $6 million on advertising between November 2013 and October 2014, down on 2012’s $7.3 million.


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