99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.
It’s understood FCB was also involved in the pitch.
In the announcement, Nicky Dunn, Farmers’ head of marketing, said the decision to appoint an agency to lead its creative and the production of key retail and brand activities, is a reflection of its need to ensure world-class marketing outcomes for the brand.
“This appointment also allows us to be more nimble and customer-focused with our retained in-house capabilities.”
Dunn said the Clemenger team developed a new brand platform for Farmers that will help its business with the task of re-positioning the brand proposition to its customers.
Troy Fuller, managing director at 99, adds that the agency is more prepared than ever to tackle the challenge of helping Farmers differentiate its shopper experience in a competitive and fast-paced marketplace.
“Never before has there been a more important time for retailers to stand out – to be creative and to have conversations with customers, not just talk at them.”
During Christmas 2017, Farmers achieved that mission to stand out with a festive ad by FCB.
Called ‘Secret Santa’, the emotional spot was the first of its kind for Farmers, and at the time, former head of marketing Dean Cook said it was enormously important for the campaign to reinforce the role the company plays in New Zealanders’ lives.
The ad was awarded Colmar Brunton’s November Ad Impact Award in 2017.