Auckland creative agency Shine has had a pretty stellar year so far. It nabbed the RaboPlus account in May (and has recently released its first rather well-received campaign for the bank). And, while it’s been working with some of the local Fonterra Brands for a while now, it has been given a few more to play with.
It’s all go in New Zealand’s financial comms realm at the moment, with a bevy of big new campaigns, logo redesigns, repositioning statements and retiring frontmen spewing forth recently. And RaboDirect is the latest addition to that bunch, with a cool new campaign created by its new agency Shine, which took the account off Ogilvy in May.
Everyone seems to be taking the American approach and neither confirming or denying who has nabbed the Lion Red and Waikato Draught business, but after talking to psychics, futurists and a few other humans, it seems fairly safe to assume that Lion’s unloved children have found new parents in the form of DDB and Josh&Jamie/Assignment.
There’s been plenty of talk around the industry traps recently about both the commoditisation of media and the apparent fragmentation of big clients’ business. A lot of it seems to be just that: talk. But not when it comes to the country’s biggest company, Fonterra, which has split up its media business, giving Naked Communications the communications, strategy and channel planning work and leaving OMD with the media buying.
Relatively new addition to the Kiwi media scene Naked Communications and new indie ad agency Josh&Jamie have won part of the DairyNZ business after joining forces for a competitive pitch. And Shine managed to snatch the RaboPlus account from Ogilvy.
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