Browsing: Sugar & Partners
Sugar & Partners has announced a new communications partnership with New Zealand Natural.
Sugar & Partners managing partner Jeremy Johnston has confirmed that executive creative director Damon O’Leary and creative director Dave Nash have departed the agency.
New Zealand’s Super Rugby players are putting their moves off the field to the test in an epic ‘#SuperBoomBoom’ campaign, via Sugar & Partners, that sees international choreographer Parris Goebel and her crew shake it with vlogger Shaaanxo.
Margins in adland are being squeezed, leaving very little wiggle room. But where some see hopelessness, others see opportunity. And as Fleur Herscott does the indie rounds, she discovers there are a few players flexible enough to slip into the nooks and crannies in this new world.
When people look back on the great heatpump wars of the noughties and 2010s/teenies/tenties/tenners, they will presumably think of rugby players on walls, cricket players cracking dad jokes on couches or slightly sinister bald men. Daikin farewelled Dan Carter as an ambassador earlier this year but attempted to maintain the humour in its follow up effort. But now it has switched its approach and, in a new Australasian brand campaign via Sugar & Partners and Robber’s Dog, is focusing on emotions rather than technology.
For the latest season of MKR NZ, TVNZ played the regional card pretty hard in an effort to drum up some parochial support for the contenders. And it seems to be a successful strategy, because Sugar & Partners, Carat and NZ Rugby are claiming victory after its outdoor and social media campaign got the punters talking about the ITM Cup.