bcg2, which already holds the Yates Australia account, has now also added Yates New Zealand to its growing portfolio of clients. This win, which comes as the result of a successful creative pitch, is the third trans-Tasman account the agency has penned into the books in 2013.
When it comes to Pacific destinations, Tonga is a long way down the consideration list and has smaller visitor numbers than Fiji, Samoa, Rarotonga and Vanuatu, primarily because, unlike those countries, it has never really invested in promoting itself. But for the first time in its history, the Kingdom has taken to TV with a trans-Tasman campaign that aims to build on the 2012 launch of ‘the True South Pacific’ brand and show what its 176 islands can offer visitors.
Following a three-way competitive pitch, bcg2 has won the Fletcher Aluminium consumer and commercial account, one of more than a dozen new business wins for the ‘international indie’ in the past 12 months.
‘International indie’ bcg2 has picked up an account double, and they’re at opposite ends of the ad spectrum: the Tongan tourism business and Pfizer’s Avigra from Viagra incumbents M&C Saatchi.
It was all about ‘reverse integration’ for bcg2 this year, after it merged with Grey Global Group. And with some solid work for Lion and Audi, as well as the recent acquisition of the Esquires account, the new relationship seems to be going fairly swimmingly so far. Director of strategy and planning Abe Dew (who’s written a great piece on agency/client relationships in the latest NZ Marketing magazine, by the way) pipes up on 2010.