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True straps itself in with AJ Hackett, hits 30 staff

2014 was a good year for True, with its business growing to four times that of the previous year after developing new working relationships with Vodafone, ANZ (including the current Dream Big campaign), Four Square and Mission Estate Wineries. And now it’s added another client: AJ Hackett Bungy New Zealand. 

“AJ Hackett Bungy New Zealand are recognised as the pioneers of ‘adventure tourism’ in New Zealand,” says managing director and co-owner Matt Dickinson. “The opportunity to help them with their exciting new plans is huge for us. Our deputy creative director Dom Antelme is particularly excited to strap himself to the elastic. We see some brilliant opportunities to tell captivating stories of what for many people can be a life-changing experience. This is something we’ve done a lot of here at True to great effect, so bring it on.” 

Bungy New Zealand Limited director and founder Henry van Asch said it saw the need to partner with an experienced strategic and creative agency to help strengthen and develop the AJ Hackett Bungy New Zealand brand. And True ticked all the right boxes (it won’t be working on AJ Hackett International’s business, however).

“In 1988 we did our first commercial bungy off the Kawarau Bridge in Queenstown. Since then, things have changed a lot, including the tourism industry, which is now very different to what it was 26 years ago [it now has three locations in Queenstown and two in Auckland] … our philosophy is one of innovation and not being afraid to push boundaries and we saw this in True as well.”

  • Check out an in-depth feature on the agency here

Staff numbers at True now number 30 with the arrival of Ian Sweeney, a senior writer from Wunderman in London, and Helen Prangley, another .99 alumnus who has the role of group account director on the Air New Zealand business.

“We’ve consolidated our place now and we are delivering work we’re really proud of,” says Craig Pethybridge, founder and executive creative director. “Our work appears to be striking a chord not only with our clients but word is getting round that we’re not a bad bunch to work for and with, which is definitely nice to hear.” 

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