Sealord has confirmed the appointment of Ogilvy & Mather NZ to its digital account less than a year after handing its business to The White Agency.
Ogilvy became the lead agency for Sealord’s trans-Tasman businesses in June, after a period of working on the account on a project basis, but this did not include the digital side of the business.
The digital business has been managed from Sydney, but Sealord’s public affairs and communications manager Frederika Walls says the decision to shift the account follows on from a staff change.
“We had a digital marketing role based in Sydney and earlier this year we moved it back to Auckland,” says Walls. “The White Agency have done a great job on our digital work [since November 2014], but with them based in Sydney and us predominantly in Auckland it increasingly made more sense for us to work with an agency that is on the ground and has trans-Tasman reach.”
As part of the search for a local agency, Sealord is understood to have invited agencies to pitch, with the field being narrowed down to Ogilvy and Young & Shand.
With digital now a core part of its overall communications strategies, Sealord also determined that it made more sense to consolidate the accounts.
“Oglivy & Mather are our lead agency and we are seeing the benefits of having an integrated approach to our account,” Walls says.
Since taking over the Sealord account, Ogilvy has weathered the Heidi Montag crisis and launched the ‘Little Wins’ brand positioning that has been well received so far.
While Walls would not disclose how much the digital account was worth, this now gives Ogilvy the full account, which had a rate card value of around $3.6 million in 2014. However, this amount only accounts for the New Zealand market, and the full cross-Tasman account is much larger. Furthermore, it’s thought that about third of Sealord’s ad spend has been shifted to digital channels.
Ogilvy will take over the account from October.