Wave heats up, cools off

Mt Maunganui-based full-service agency Wave has been operating for around 20 years, but after a long, hot summer, it’s decided to give itself a brand refresh—literally and figuratively. 

http://vimeo.com/63527432“We dove into our own re-branding with a staff cleansing photoshoot, which we captured on video as a fun introduction for our new website,” says managing director Glenn Dougal. “The brand refresh is all about reflecting the agency’s core value of providing refreshingly strategic and creative work for clients who want to amplify their brands.”

While things have been pretty tough for many agencies over the past few years, he says being based in Mt Maunganui (it is looking to ramp things up in Auckland and the upper North Island, however) and focusing on the rural sector, the luxury goods marketing sector, food and beverage and business to business has been beneficial. 

“We’ve had some pretty good growth over the past few years.,” says Dougal. “The recession has been pretty good for us. We’ve grown through it.” 

And while some of its clients might not be the sexiest, he says there’s plenty of gold in them thar regional hills. 

“There are more millionaires outside of Auckland than there are inside it. The economic powerhouse of of New Zealand has always been the provincial regions so working with agencies that understand New Zealanders and understand the different provincial needs is really important and shouldn’t be overlooked. It’s our major point of difference.” 

Loyalty, he says, is also a strong point of the agency. 

“We’re always looking for businesses that are looking for growth over the long term,” he says, pointing to TrustPower and Port of Tauranga as two good examples of companies that have performed very strongly over the years.  

Stability of staff is also key, he says. Most of them are senior and have plenty of experience, as those who move to the regions often have families and look to escape the city for lifestyle reasons. 

“And once they arrive in Tauranga, they stay here,” he says, pointing out (with a dash of smugness) that he just happens to be looking out at the ocean. 

The agency has 14 full-timers, but, like many, brings in contractors when required, so there’s room in the office for up to 25. 

Its other clients include Aotearoa Breweries, Ballance Agri-Nutrients, Bakels, Certified Builders, Comvita, C3, DFS Galleria, EastPack, Germinal Seeds, Outward Bound, Taura Natural Ingredients, Tip Top, Tourism Bay of Plenty, and Stoney Creek and Zespri International. And, as many of these companies are export focused, he says it often leads to more work in overseas markets. 

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