Raydar’s appointment was part of an international agency alignment in Australia, the United States and New Zealand and there was no competitive pitch. Clemenger BBDO in Sydney is the lead agency with support from Clemenger BBDO Brisbane, BBDO West in the US and Raydar in New Zealand (Colenso and .99 have the Air New Zealand business, which obviously precludes them from completing the BBDO circle).
The Pacific Blue account was held by DraftFCB until the end of 2010, but, given that the airline has pulled out of the New Zealand domestic market, it’s not quite as juicy as it once was.
Clemenger Group chief executive Jim Moser called Raydar, which merged with Clemenger-owned Alphabet Soup at the beginning of 2010, a leader in the small to mid-sized below-the-line/retail space, and it currently works with Frucor Beverages, KFC, Pizza Hut, Kellogg’s, The Laminex Group, Appliance Connexion (100%), Wattie’s and Treasury Wine Estate. And managing director Darryl McClay says he instantly felt a good connection with the clients and “loves the brand and what it stands for”.
“We are in an exciting phase of the business. Winning Pacific Blue is the icing on the cake and will allow us to showcase our full skill set from our creative to our operational ability,” says McClay.
Virgin Blue Group of Airlines’ general manager of marketing, Michelle Lee, says Raydar’s considerable experience in managing both FMCG and service brands was impressive.
“Airlines operate in an increasingly competitive environment and Darryl and his team understand that. We believe they offer both the creativity and pragmatism that’s needed on an account like ours.”
The appointment is effective immediately with work already underway.