Tourism New Zealand has appointed Whybin TBWA Tequila and reappointed Mindshare to service its Australian creative, media and digital output, and its global brand strategy.
The two agencies beat out three other agency pairings, including Clemenger BBDO and PHD, Droga5 and Ikon, and Publicis Mojo and Starcom.
Tourism New Zealand general manager of marketing coimmunications said: “A year into our new marketing strategy it was time to review our partners to get greater coordination and integration of activity. We wanted to ensure correct alignment of delivery with Tourism New Zealand's strategic goals, particularly maintenance of the '100% Pure You' campaign and our focus on digital marketing.”
Watson said Whybin TBWA Tequila was chosen because of its trans-Tasman footing, while Mindshare was re-appointed because of its strong ongoing performance and integrated approach.
The incumbent creative agency on the account was New Zealand-based agency Assignment, while the incumbent digital agency was Sydney-based Amnesia Razorfish.
Tourism New Zealand is retaining its global relationship with Razorfish, which handles marketing communications outside of Australia.
The pitch process was overseen by Colin Wilson-Brown from pitch consultancy The Clinic.
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