Fresh from selling a majority stake to JWT, Wellington digital agency Heyday has some more good news to share: it’s been reappointed as Z Energy’s digital agency after a pitch that is thought to have involved Touchcast, Springload, Envy and two others.
With Telecom spreading its wings as Spark today, we decided to look at a few other rebrands of varying quality from here and around the world.
Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra, a finalist in the new Best Effect Award for Hellers, a number of big redesigns for big FMCG brands, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
It’s been a rough ride, and with the whiff of restructure in the air, there will undoubtedly be a bit more roughness to come. But Telecom has steadied the ship in 2012 and, with Jason Paris at the helm and a resurgent Saatchi & Saatchi helping to create one of the best campaigns of the year, it is starting to get back on the goodfoot from a brand and storytelling point of view. Head of brand and insights Charlotte Findlay takes the stage.
Buy the assets of one of the world’s most respected brands. Then throw that brand equity on the scrapheap and start from scratch. Sounds like a recipe for disaster, but for Z energy, the decision to create a new, more localised, customer-centric brand was a master-stroke.
2012 marks the 21st anniversary of the TVNZ-NZ Marketing Awards. And, in keeping with the traditions of the land, it emerged into adulthood this year with a new central theme of Everything Marketing and eight new categories, including financial, technology, automotive, utilities/communications, lifestyle/travel/leisure and sponsorship. And coming out at the head of the field with the supreme award was Volkswagen, with ex-Westpac and soon-to-be BNZ head of brand Ian Moody named as marketer of the year, Whittaker’s Jasmine Griffin named as rookie marketer of the year, Air New Zealand taking the marketing excellence award and Pfizer, Z Energy and Red Witch both picking up multiple awards.
As Sir Peter Blake often said, if it’s not hard, it’s not worth doing. And there’s no doubt trying to get a bunch of young kids to stick to a script is fairly difficult. But one of the major pay-offs of working with children is that you might get to release an out-takes video, like this very entertaining behind-the-scenes number for Z’s latest campaign by Assignment Group and Exposure’s Kevin Denholm.
Z has finished the massive task of rebranding more than 200 Shell station forecourts, and it’s ramping up the patriotism once again for the next stage in its evolution with a new campaign from Assignment Group and Exposure starring some financially savvy youngsters.