BRISBANE: Tim Bond, the man responsible for QueenslandÕs ÒBeautiful one day, perfect the nextÓ tagline, and Nathan Betteridge have bought local equity in KWP!Õs Brisbane office, renaming it Thepartnersetc KWP! in a move for greater independence in the local market. ÒWe have not moved away from the KWP! brand,Ó Bond said. ÒWe have taken on equity and local independence. We are affiliated but we are our own shop.Ó The agency has retained Òemotional and philosophical tiesÓ with KWP!, Bond added, but independence is Òimportant in this marketÓ. ÒWe share resources if and when the need arises Ñ creative, media and strategy. And itÕs a two-way street. But being independent means we can best react to local market conditions.Ó Thepartnersetc KWP!Õs app-roach is to involve the client in the entire process, according to Bond. ÒWe donÕt subscribe to the old-fashioned idea of Ôclient briefs agency, agency returns with cast-in-stone campaign, a campaign created in a vacuumÕ. We know that clients demand results, we also know that great creative thatÕs strategically focused gets results. Our approach shows clients how they can have the best of both worlds.Ó Andrea Sophocleous
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
