White wins digital business of NZ seafood company

Rachael Micallef
By Rachael Micallef | 6 November 2014

The White Agency has won the Trans-Tasman digital work of New Zealand seafood company, Sealord, following a competitive pitch.

The STW-owned agency was awarded the business following a four-way pitch with three other unnamed agencies. It will now work with Sealord’s creative agency Ogilvy Auckland and its media agency Starcom Mediavest.

White’s MD Andrew Davenport told AdNews that the digital agency will be responsible for the digital strategy and creative execution for the company business, despite Sealord’s head office being New Zealand-based.

He said all agencies in the pitch were Australian companies.

“The client came to the Australian market because they believe that the Australian market is slightly more sophisticated in the digital space,” Davenport said.

“Sealord has a category manager and digital manager in Sydney. We will work between Sydney and Auckland but we will deliver everything from Sydney and the client is actually really happy with that.”

Davenport said Sealord is a market-leader in New Zealand and a challenger brand in Australia, making for an interesting challenge in creating the brand’s digital strategy.

He said White is already working on an overarching strategy for the brand and he expects the first work for the company to be released around Easter.

“Sealord is a challenger in the Australian market and the Australian market is a much bigger and more sophisticated seafood market. So that was a reason for wanting an Australian agency. There is a potential for a lot of return if we get it right,” Davenport said.

Sealord Group digital marketing manager Jenny Hardman said the company is looking to both build its brand on home soil and grow its presence in Australia.

“Our vision is to be the most loved seafood brand in both countries. To do this we’re focused on driving strong connections with consumers and we see digital as a key channel in helping us achieve this,” Hardman said.

Sealord drew controversy earlier this year after a creative campaign by Ogilvy Auckland, featuring a star from US show The Hills, Heidi Montag, was panned over social media and was eventually re-cut and re-released by the brand.

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