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Y&R on the money after GE Capital win—UPDATED

GE Capital, the mothership for brands such as GE Money, Gem Visa, Custom Fleet, Equipment Finance, Pacific Premium Funding and Distribution Finance, has appointed Y&R as its creative agency for New Zealand after a comprehensive pitch.

UPDATE: According to Y&R chief executive Jon Ramage, the incumbents were BCG2 for commercial businesses, Family for GE Money and BWM Melbourne for Gem Visa, although BCG2’s James Blackwood says: “BCG2 was not the incumbent. We parted company with GE Money around the time of purchasing G2 18 months ago as they were rationalising their trans-tasman business operations. As a result we gladly acted as caretakers for GE Capital locally on a small project by project basis. We heard a pitch was called but the agency had no intention of being involved. We wish them well.”

The win means Y&R will take care of all creative, direct, social and digital work on its brands across both consumer and commercial businesses.

“GE Capital have serious growth ambitions and our team is fired up to help them,” says Ramage. “Our significant financial services experience and passion for all things integrated will be well applied to GE Capital.”

According to its website, GE Capital offers a range of consumer finance products to 450,000 customers, is one of the largest lenders to the middle market sector and has funding relationships with brands including Harvey Norman, Noel Leeming Group, Mitre 10 and BBQ Factory.

GE Capital NZ chief marketing officer Monique Cairns says she was looking to consolidate and localise the company’s creative partners.

“Y&R has proven industry expertise, and demonstrated an understanding and empathy with our audience, and creative excellence. We are looking forward to working with them to drive brand success,” she says.

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