KiwiRail appoints DDB as creative agency

KiwiRail has appointed DDB as creative agency following a pitch involving five agencies, moving the account from incumbent Clemenger BBDO.

The media agency OMD Wellington has not changed.

KiwiRail’s tourism brand manager, Richard Keenan, says the team was impressed by DDB’s mix of experience, including expertise at great core brand strategy, driving exceptional commercial outcomes.

“Meeting with the DDB team, we could tell they had a strong connection with our organisation and what we’re trying to achieve,” says Keenan.

“Their track-record of telling beautifully crafted brand stories to produce business transformation speaks for itself, and it’s what we want to see for KiwiRail.

“The team at KiwiRail are excited to see the first work to come off the back of this partnership, and I can’t wait to see the response of the New Zealand public.”

For DDB, the KiwiRail appointment adds to a number of business wins in the last six months, including 2degrees, Warehouse StationeryNew Zealand Steel and Weetbix.

Justin Mowday, DDB NZ CEO, says it’s a sign the agency’s approach is working.

“We came out a year ago and said we adamantly believe that brand communications designed thoughtfully to deliver fame, feeling and fluency will drive unreasonable growth for any business,” says Mowday.

“This is the conversation we’ve had in every new business meeting, and this is the approach we’ve been demonstrating in the work we’ve been producing for all of our clients.”

DDB has also picked up the Volkswagen account this year, in a move involving the agency’s move into the Giltrap HQ building. StopPress understands as a result of the move, DDB had to relinquish the BMW account and had therefore been offered the VW creative business as compensation.

Last year, Clemenger BBDO’s work for KiwiRail and TrackSafe New Zealand made headlines when ‘The Conscious Crossing’ picked up a hoard of creative and design awards.

It won eight golds at the 2017 Axis Awards and the overall Grand Axis Award. It then went on to receive two gold pins for Spacial Design and Public Good, as well as a bronze for User Experience at the 2017 Best Design Awards.

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