END OF AN ERA AS HALLENSTEINS SWAP PUBLICIS MOJO FOR SAATCHI’S
After nearly a decade of successful and awarded work, Publicis Mojo has lost the Hallensteins business to Saatchi & Saatchi. During its time at Publicis Mojo, the share price more than doubled while awards flowed almost every year, proving that retail can be both creative and effective. It is believed Publicis Mojo, which retain Hallensteins’ sister retailer Glassons, will continue to have a strategic involvement on the business. No doubt a key factor in the win would have been Saatchi ECD Mike O’Sullivan, who originally won the business while he was CD of Publicis Mojo in 1997. He left the following year for the CD post at Colenso BBDO.
The loss is balanced by Publicis Mojo’s recent win of the entire Goodman Fielder business in a shootout against DDB and Y&R. In other account moves, NZCC hears DDB has just picked up Lion Nathan’s Corona brand in a pitch against Publicis Mojo and Colenso BBDO.
11 Comments
It’s a shame. The Hallensteins’ ads had a wit and intelligence that’s rare – in retail or brand – in this country. Their simplicity is deceptive. I’ll bet M.O’S said that they could do them better. And I’ll bet that they don’t.
A hard act to follow sure. “It’s good to be a guy” is a brilliant bit of work. It even dragged me in the door once where I bought a shirt that after one wash gave off so much static I was a danger around uncovered sambuccas. But let’s give Saatchi a go first before you start bleating – I’ve heard they do some good work
I think the fact that the client has decided to move is significant. Why? The ads have been brilliant and they’ve connected with their audience and I dare say, probably sold some merchandise as well. I just hope Hallensteins haven’t decided to buy into the short term, retail shouting matches that many do. That would be a shame for their brand and NZ advertising. Don’t let it happen Saatchis.
Hallensteins is at best nice work for a local market. Hardly anything to get excited about on a global level.
Observing, not bleating. All credit to Saatchis. But at the same time I feel for Publicis Mojo and their creatives when they’ve done such a good job.
Didn’t Mike O come up with “It’s good to be a guy” In the first place? I’m pretty sure he and the team at Saatchi’s are more than capable of continuing the good work.
I’m sure the 9yr absence O’Sullivan had from the account was a major reason…after all…why stick with a great campaign when you can shift to some lot who have no recent clue about you..well done Hallensteins and now sit back and watch S&S screw it all up with lame big ideas.
While you guys do the same with Lion? When are we seeing some fricken ads?
If the ‘Good to be a guy’ stuff was selling clothes, Hallenstein’s wouldn’t change agencies.So maybe the ads are not impressing the punters as much as they’re impressing the creatives?
if you are naive enough to think clients only shift accounts ‘cos the work isnt working you are ideal for Hallensteins new agency…step this way lad..careful, dont bang your head…cant have you knocking any sense into that wee head without our consent….
Nine years is something of a record for a retail account, don’t you reckon? I heard it was not about the creative but account service. But then, most accounts only last two marketing directors.So all tribute to Mojo creatives. And congratulations to Saatchi, if not Mojo, who else has the track record to deserve the business?