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Sugar & Partners heats up with Daikin win

Daikin’s last big splash involved a surprisingly creepy Dan Carter hanging on a wall and plenty of come hither eyes. But the agency behind that campaign, The Works Sydney, has now been exchanged for Sugar &
Partners, which won a competitive pitch for the New Zealand business over Special Group. 

The other agency involved is thought to be Special Group and it’s thought the incumbent was not invited to pitch. 

“We were really pleased with the strategic
thinking and the creative, but also the commitment to genuine business results
that the Sugar & Partners team exhibited,”says Daikin’s Dave Smith. “So really looking forward to
seeing the work.”

During the planning process, executive creative director Damon O’Leary says they were amazed
at the incredible depth of heat pump innovation that Daikin had pioneered over
the years and “this led to a powerful insight”. 

“It became simply a matter of revealing those
insights in relevant ways to New Zealand home owners,” says co- ECD Dave Nash. “We’re really excited to
be appointed.”

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