Shopper marketing and retail activation is still in its infancy in New Zealand, but, given some figures show up to two thirds of purchasing decisions are made instore, things are starting to heat up. And Ogilvy New Zealand, which already has a solid presence in this space with connections to the Greg Partington-owned instore media company Hypermedia and product demonstration company Demoworks, is aiming to tap into this growth area by bringing these entities under one name and launching a new local office called OgilvyAction. And, in its first month of existence, it has already won the New Zealand Pork account in a competitive five-way pitch.
Ogilvy’s executive director, Paul Manning, says the other agencies in the running for the NZ Pork business weren’t disclosed but the work will entail an “integrated partnership focused on driving purchase behaviour through a journey of digital awareness, engaging in-store communications, promotions and demonstrations”.
The New Zealand office opens its doors with 18 staff, a mix of existing Ogilvy talent and new recruits, with Wendy Ballard leading the new operation and taking up the position of business director.
“OgilvyAction will build on our capabilities to influence shoppers in the retail environment, where purchase decisions are made. We call this ‘owning the last mile’,” he says.
As well as the association with Hypermedia and Demoworks, it is also connected to Infield, another Greg Partington-owned operation that specialises in nationwide logistics, field marketing and merchandising.
“This represents a huge local commitment to the field of shopper marketing and activation, in response to rapidly growing demand here”, says Manning.