Westfield business goes to DRAFTFCB
DRAFTFCB has won the Westfield advertising business in a pitch with incumbent TBWA, M&C Saatchi and Sugar. From January 2010 the agency will provide the full range of creative services for Westfield including brand creative, national and local promotional campaigns and digital.
The business comprises the Westfield brand in addition to theindividual shopping centres nationwide. The Westfield Group is thelargest retail property group in the world with 119 shopping centresglobally, 12 being in New Zealand. The centres are located in primetrade areas, anchored by long-term tenancies with major retailers and awide cross-section of high-quality specialty retailers and nationalchain store operators.
DRAFTFCB Group CEO, Bryan Crawford (picturted) is delighted with Westfield’sdecision in what is proving to be a great the year for the agency withearlier wins including GJ Gardner, ALAC, VideoEzy and The NationalBank: “We’re absolutely thrilled to have Westfield coming on board andlook forward to the opportunity to work with them on their brand andwith the Westfield team across the country,” says Crawford.
Says Westfield National Marketing Manager, Debra Brooks: “DRAFTFCBdemonstrated a strong strategic capability and the ability to buildretail brands. The agency also has a depth of experience on largevolume retail accounts. These qualities were what made DRAFTFCB standout from the competition.”
The Mitre 10 ‘Sandpit’ ad was recently voted New Zealand’s favourite ad in the Fair Go Awards.
The agency has also been taking its own advice with a series of TVcommercials and the sponsorship of the Mad Men TV show to buildstronger awareness for the agency.
9 Comments
well done FCB
why would you want it, they are a nightmare
hey the agency who you lot thought was dicks for running a tv campaign just picked up about 12 million bucks worth of business.
hahahahahahahahahhaa you little shits know nothing.
Quick recap — the winning of the business wasn’t due to a bog-standard TV campaign, and neither was it due to sponsoring a Sunday night show on Prime that no-one watches.
It might have been due to a break-down in relationship, the fact that a vast majority of the work was quick turnaround retail led ‘creative’, and finally, a new financial deal that saw the client wanting more for less (the consistent theme in Adland during 2009).
To make matters more interesting, the pitch process was thrown a curve ball after the self-destruction of M&C Saatchi – the agency of record in Aussie with ties at a board level on both client and agency side.
In reality, Westfield requires a retail agency/machine. FCB fits the bill — they’ve shown that with the Noel Leeming Group of companies. Sure, the work looks like its back to the usual style of stand-and-deliver retail executions that any agency in New Zealand could deliver (and that includes agencies in Napier, Hamilton, or Tauranga), but that’s either here nor there.
Additionally, I’m not sure that many people reading Campaignbrief.com/nz would really want to work on this business. From what I understand, the work requires dedication, compromise, long hours, and virtually nothing that could go in your book. The billings may be great, but the upside ends soon after.
Personally, the only positive outcome from this sordid business is that a few currently jobless people might get a new position at FCB – I think that would be a fantastic Christmas present for any family, hopefully those new positions will be filled with some of those made redundant from TBWA.
It’s been a prick of a year. I’m not confidant 2010 will be any better.
Go Tony, must be all that hair, and being that guy who put a restaurant up a tree for an agency he doesn’t work for any more.
9.58pm – one thing we do know, you are a cock
Oh dear, here come those childish fcb fanboys.
9.58
Are you the pot or the kettle? Both can’t spell.
9.22: “neither can spell”