Putting an account up for pitch soon after the launch of a big repositioning campaign is fairly unusual, but Massey University, which recently used successful alumni like Kate Sylvester to announce the institution's position as 'the engine of the new New Zealand', has done just that. And Napier-based agency Tracta has claimed victory after a seven-way pitch, beating out the Foundry, The Church, Buffalo, Ogilvy and TBWA with its heartland agency proposition.
Buffalo was the incumbent before Assignment Group was brought in to establish the strategic platform of The New New Zealand campaign. Now, having won the pitch, Tracta's job is to deepen the execution and expression of this core idea.
"We won it because of our real vs. pretend knowledge of what real Heartland New Zealand is and how it defines us as a country," says Tracta's managing director Andy Walker. "Massey has been very much part of that story as a defining University. The city boys came up short when it came to substantiating their own knowledge of what real New Zealand is. The fact is you either know Heartland or you don't and it helps when you actually live in the market like we do, rather than outside it."
Tracta rebranded from Adplus last year and Walker says it proves that working in the regions is no barrier to landing big accounts.
"Massey is an iconic heartland brand that has produced some of New Zealand most progressive and successful minds. We’re looking forward to working with them.”
Sarah Wood, director marketing and recruitment at Massey University, said Tracta’s expertise and understanding of heartland New Zealand fitted well with the University’s position as the defining University of New Zealand.
"Tracta understood what is special about New Zealand and the role Massey plays in that,” she says.
Tracta will work alongside local company Mogul, which will provide digital services. And, as a result of the win, both companies will be looking to recruit new staff.