Yellow appoints RAPP as DM agency partner
After completing two projects of strategic importance to Yellow over the last year, RAPP has been appointed as Yellow’s direct marketing agency partner.
Says Yellow Marketing Director Kellie Nathan: “Yellow has award winning brand marketing and now we want to apply that same focus to our customer experience and business to business relationship marketing. We need to adapt our strategies in these key areas to ensure we remain one of New Zealand’s most loved and trusted brands. We are confident we can do this admirably with RAPP.”
RAPP New Zealand Managing Director Rob Limb says the entire RAPP team is thrilled to be working with an exciting and innovative brand like Yellow: “We’re thoroughly looking forward to creating incredible work together and contributing to improving the customer experience at Yellow.”
Adds Nathan: “We thank the Aim Proximity team for their hard work and recognise the award winning work Aim Proximity has done for Yellow over many years. Colenso BBDO remains the lead agency partner for Yellow and will continue development of all brand and digital work.”
10 Comments
Nice work RAPP!
Given this all seems like an a shift based on some long standing relationships at least they didn’t conduct a pointless pitch process that made everyone jump through hoops and burn loads of cash where the outcome was already decided.
Maybe the taste of yellow is failure, loss and redundancy (at least it is for Aim) and probably Colenso when the rest of the business moves to Grey’s Ave.
Given RAPP can’t even service the clients they have at the moment, will be interesting to see how they are going to handle Yellow.
We all know how they are going to service the business 9:37. Work harder slaves – there is money to be made and lunches to be had for the almighty ones up above!
Well done 8.03. Good call.
BNZ all over by the sound of things. Reeks of desperation.
Aim Proximity is in denial.
Have a look at their client list.
It reads like a eulogy to the long departed.
Hardly any of those clients are theirs anymore. They’ve even still got Westpac on there and that left them a year ago.
With all the clients moving about at the moment it feels like the recession is digging deeper into client side. Agencies have made the hard resourcing calls. Questions are being asked client side from up higher and of course if the spotlight is on your performance then changing agencies is a good way to deflect attention and bide some more time.
You make a good point 5.48.
What’s wrong with the management there? They can’t even update their own website.
A list of clients that hasn’t been updated to remove all the one’s they’ve lost.
And they still name their CEO as what’s his name who left a month ago.