Warehouse Stationery gives 99 a few more shelves in its marketing cabinet—UPDATED

  • Advertising
  • January 25, 2017
  • StopPress Team
Warehouse Stationery gives 99 a few more shelves in its marketing cabinet—UPDATED

Warehouse Stationery has placed 99 in charge of its CRM and business-to-business loyalty programme, BizRewards.

The agency's managing director Paul Manning says the shift of the business did not involve a pitch but rather followed on from a strategic decision by Warehouse Stationery to have its full account managed under a single roof.

99 already manages the Warehouse Stationery creative account, and Manning says the addition of CRM and loyalty will make it easier for the agency to put the client's customers at the centre of the comms plan.

In addition to moving its CRM and loyalty business, Warehouse Stationery has also appointed 99PHD (an integrated service between 99 and PHD) as its agency in charge of digital media and search.

Manning says that centralising control of the account in this way will help to reduce costs and help in developing a strategy that's uniform across all channels.

"Our primary intention here is to unlock the power of the organisation’s data to create more meaningful, effective, joined-up customer experiences," Manning says. 

Manning says he wouldn't be surprised if more retailers follow suit and start consolidating their accounts with a single agency in a bid to deliver a more seamless experience.   

"You could probably deliver a unified strategy through a consortium of agencies, but it would be a lot a harder," he says. "This way we can control the customer experience much more seamlessly."

Manning would not confirm which agencies were the incumbents on the account.  

However, StopPress understands that Federation previously looked after CRM and loyalty*, while Starcom was in charge of media.   

The full integration between Warehouse Stationery and 99 begins formally on 1 March.

*UPDATE: Federation founder and director Sharon Henderson contacted StopPress to say that her agency did not look after the CRM side of the business and was only in charge of B2B loyalty (BizRewards).

“Federation launched the B2B loyalty programme BizRewards six years ago for Warehouse Stationery and has worked single-handedly as the agency of record to grow the programme into the tremendous success it is today," says Henderson.  

"In that time, we have frequently exceeded all commercial targets and are very proud of the strategic backbone this programme has become to the Warehouse Stationery brand.  We are very disappointed the business needed to streamline its costs but regardless, we wish every success for the future."

Warehouse Stationery and Federation will part ways at the end of the month.  

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Diversity and inclusion in action: Why Spark gets behind the Pride community

  • Media
  • February 21, 2019
  • Sarah Williams
Diversity and inclusion in action: Why Spark gets behind the Pride community

One of Aotearoa's biggest companies, Spark, is a firm supporter of the LGBTQI+ community through its annual Pride advertising campaigns, its partnership with charity OUTline, and its diversity and inclusion values within the company. Head of brand at Spark New Zealand Sarah Williams explains why the company chose to champion this social issue, how these campaigns attract both the loudest praise and the greatest vilification from New Zealanders, and why that it makes it the most important cause the company champions.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit